GREGGS jute bag
GREGGS jute bag from Tom Lever
GREGGS jute bag

“For a selected social scenario, improve the way people eat and drink when there is no table available” -
was the brief we were given at the inception of the ‘Movable Feast’ project. One extra caveat being that we were to ‘swap’ designs halfway though the project with another member of the class.
The Gregg’s Jute bag is my answer to the brief. It evolves rather than reinvents the regular bag concept - half as a protest at the idea that extra product need be created.
The Gregg’s jute bag recognizes the issue people have with handling amounts of food at the front of the queue in many food-to-go situations, and solves it in a minimal and Eco-friendly way. It also aims to attach itself to the surge in re-usable bag sales associated with the introduction of the 5p-per plastic bag laws.
The project called for significant Ethnographic research in looking at the demographics of the stores, focusing on a brand, and solving the problem with as little as possible.

I specifically observed a problem in GREGGS stores, in that there were often large queues, with high pressure and fast sales at the front of the queue, leading to a difficult situation for customers. This combined with a marketing opportunity that is in line with GREGGS' current trajectory towards a focus on health, the environment and student markets, and in the climate of the addition of a new law, and new trends setting out a growing market in re-usable bags, set up the insight that would guide this project.
Through considered personal demographic research at peak times, I set out a case for targeting students with the product. The above data is compiled from two visits to wildly different greggs locations, both at lunchtime, one in the CBD, and one in a student-centric area.
I developed the design through physical, rapid prototyping, and sketching. I decided that in terms of graphics, 'less is more', as it would fit in with the new, cleaner brand image more popular with younger generations.
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GREGGS jute bag

“For a selected social scenario, improve the way people eat and drink when there is no table available” -
was the brief we were given at the inception of the ‘Movable Feast’ project. One extra caveat being that we were to ‘swap’ designs halfway though the project with another member of the class.
The Gregg’s Jute bag is my answer to the brief. It evolves rather than reinvents the regular bag concept - half as a protest at the idea that extra product need be created.
The Gregg’s jute bag recognizes the issue people have with handling amounts of food at the front of the queue in many food-to-go situations, and solves it in a minimal and Eco-friendly way. It also aims to attach itself to the surge in re-usable bag sales associated with the introduction of the 5p-per plastic bag laws.
The project called for significant Ethnographic research in looking at the demographics of the stores, focusing on a brand, and solving the problem with as little as possible.

Tom Lever
Product Design Engineering MEng Student Glasgow, United Kingdom