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[Packaging Design, Promotional Campaign]


Edeka Scheck-in-Center Frankfurt, Frankfurt/Main, Germany


Cheil Germany GmbH, Schwalbach am Taunus, Germany

Art Direction

Rafael Maggessi, Daniel Gumbert

Chief Creative Officer

Roland Rudolf


Annika D’Ambrogio

Creative Direction

Miriam Preissinger

Executive Creative Direction

Thomas Schröder


Susannah Blaxill, Bowral, Australia

Plastic waste is a huge problem for the environment. The thin bags, which are offered in supermarkets to pack fruits and vegetables, contribute to the issue of plastic pollution. The challenge in developing the FEEDitBAG was to come up with a sustainable alternative to those familiar, widely used plastic bags. At the same time, the product needed to sensitise consumers to the problem and help ensure that consumer behaviour is constantly changing. The result is a bag made from Mater-Bi, a cornstarch material that fully biodegrades in just ten weeks, which not only protects the environment, but also gives new life. So after having served as a shopping bag, it becomes a bag for organic waste and can simply be composted in the garden together with the waste. The various seeds, which have been placed on the bag, will start to sprout out of the bag after just a few weeks. Posters and flyers were designed to catch the attention of customers at the point of sale, inform them about the initiative and invite them to cast a vote on the next motif via a microsite.

Statement by the jury

The FEEDitBAG is based on a brilliant idea, because instead of destroying the environment – and thus ultimately life – this bag itself holds the seed for new life. It is an idea that we wish will be acknowledged and adopted widely in the long run. In addition, FEEDitBAG convinces with an excellent design – beautiful illustrations and a clearly legible message on the bags help to convey and spread the idea effectively.

Sie wollen Ihre Projekte zum Red Dot Design Award einreichen? Hier geht es zum Anmeldeportal.

Dieses Projekt finden Sie auch im International Yearbook Communication Design 2017/2018.