When Silvana and Mariana Villegas, the owners behind the Masa bakery in Bogotá, Colombia, felt the local market crowding with craft paper bags similar to their own, they approached Colombia-based design firm Siegenthaler & Co. once again to redesign Masa’s bags. But this time, the sisters wanted to stand out from the current trend of appearing artisanal. Silvana and Mariana have always felt that having an honest, natural product is a prerequisite for business and not simply a marketing strategy—their product is the Masa brand. So Siegenthaler & Co. went with a direct approach by combining a white bag, an image of Masa’s freshly baked bread and a strip of bright color with one of Silvana and Mariana’s favorite phrases, “Si hay pan, estamos bien,” or, “If there is bread, then we will be OK.” The result, a simple but striking design that showcases Masa’s sincere message, simply can’t be ignored in Bogotá’s sea of paper bags.
TBWA\Chiat\Day LA partners with Airbnb to encourage travelers to ditch the cookie-cutter travel experience.