Consumer

One of the outputs from the project, a comprehensive design guide and production manual with easy-to-follow instructions for creating the bag.

When shopping for groceries, clothes, and other items, we encounter various modes and situations, all influencing our behaviour, choices and needs.

There are many reusable shopping bags available on the market. Yet, people are rarely motivated to use them. In a previous insight project for Handelens miljøfond, we identified a new, desirable bag concept as one of the action points that could nudge consumers into choosing reusable bags over plastic bags. 

How could we transform the reusable shopping bag from a mere alternative to a compelling and obvious choice over the plastic bag? Existing reusable options lack appeal, serving more as marketing channels for the major brands, with vivid colours and big logos, or inefficient substitutes with limited carrying capacity or comfort. The project's mission was to design a bag that was not only environmentally friendly but also stylish and practical, nudging a change in consumer behaviour and preferences.

How might we make reuse the obvious and desirable choice?

We designed two bag models: a smaller version for everyday shopping and a larger version for larger purchases. Both are designed to be easy to fold for storing and have ergonomic, multi-purpose handles that also serve as a strap once folded.

If we want people to use the bag, they must feel like using it – just like any other product. Hence, instead of approaching the design of a reusable bag as merely functional, we approached it as we would the development of a commercial product – with customer needs and wants at the centre. We began with a deep dive into 

, informed by interviews, field studies, and 

User insights

Market assessment 

An essential learning was how consumers encounter different modes and behaviours depending on the situation they are experiencing. From quick on-the-go purchases during the weekdays to more extensive bulk shopping and leisurely browsing in city stores or malls over the weekend, each situation prompts different behaviour, choices made and needs, reflected in the requirements for a shopping bag. With this comprehensive approach and essential insights, we created design criteria that address user requirements and guide the design process and design choices.

A bag-design concept developed with the principles of a commercial product

By collaborating with industry experts and major retail brands, we developed Ombruksnettet – a reusable bag available in two different sizes and materials to cater to different user scenarios across different market verticals – fashion stores, supermarkets, retail etc). Ombruksnettet also followed principles from the 

Ecodesign for Sustainable Products Regulation

 (Ecodesign for Sustainable Products Regulation), designing for sustainable manufacturing and distribution, circularity and longevity. For instance, it’s often assumed that natural materials have the lowest environmental impact – but this is not always the case. When producing reusable products, using recycled, non-natural materials such as plastics can be more advantageous (Norsus, 2021). 

ESPR

In designing Ombruksnett, we thoughtfully selected two materials: strong, sturdy PP (Polypropylene) for the larger bag and a softer polyester or nylon for the smaller size. Using one and the same material (

) in the bag makes it easier to recycle once the bag has served its time. The choice of materials that are durable, mono-material, and have low-environmental-impact was important, but we also had to consider the materials ability to meet functional and aestetich needs. Lastly, we chose materials and specifications that can be easily produced in existing factories.

The bag is designed to be more than just a carrier; it's a tool and accessory that complements the user's lifestyle and is a statement for reuse.

Mono material

In addition to the design guide and instructions for manufacturing, we also designed and developed the website, http://www.ombruksnettet.no/.

By designing Ombruksnettet as if it were a commercial product, it sets a new standard in the world of reusable shopping bags. Thanks to a distinct design expression, appealing aesthetics, practicality, durable and sustainable material choices, and user-friendly folding method, Ombruksnettet embodies a strong product identity and improved usability.

We have made the design available for members of Handelens Miljøfond through the website ombruksnettet.no. Here, the members can find instructions, guides, and templates for the reusable bag, enabling them to produce and sell it themselves.

Sustainable behaviour driven by desirable design

The choice of materials, patterns and production methods (e.g. stiching, sewing or fusing seams) was a an important part of making the bag concept more sustainable while also keeping it functional, viable and desirable.

By offering it as a white-label solution adaptable to various brands, Handelens Miljøfond can easily distribute the design across the industry and its members, making it a catalyst for change. Hence, we also designed and developed the website www.ombruksnettet.no, a landing page for the bag. The website, open to anyone, provides information about Ombruksnett, its advantages, use, and characteristics. Members of Handelens Miljøfond can also log in to a closed section where they can access the design guide and production manual for the bag.

Ombruksnettet is not just a product; it represents how thoughtful design can help drive sustainable behaviour.

Want to learn about sustainable innovation opportunities? Join us for our upcoming breakfast event on April 9th, co-hosted with 

, where we share how you can use regulations as your launchpad for business innovation.

Designing a desirable and reusable shopping bag