The pioneering Whole Foods Market reusable bag program (a.k.a. Better Bags) was introduced in 2007 as a way to provide customers with a better alternative to one-use paper and plastic bags. The main challenge for this ongoing program (three new designs unveiled every year) is to design branded bags that were cool enough to collect.

The result is a series of bags that feature an on-brand aesthetic and subtle seasonal nods, but that really are all about letting customers express themselves.

The majority of the designs were created by my team and me, but I have also collaborated with other artists over the years through Whole Foods Market’s partnerships with Sheryl Crow and Etsy.