Gaston Luga had fallen a bit behind the times in terms of product offering and its visual appeal amongst its target audience. It was obvious that they were lacking the red line through all their communication. Our idea was to give the humble bag a purpose. One that the target audience could connect to. We introduced the idea that every time one travels from one place to the other is a journey, even the mundane, for instance going to the shop to buy bread. On every journey, Gaston Luga can offer you a bag specifically for that need.