Bloomingdale's "Just Imagine" Campaign
Case Study

Bloomingdale's "Just Imagine" Campaign

Bloomingdale’s “Just Imagine” campaign transformed functional shopping bags into museum-quality art pieces. By partnering with British multimedia artist Yinka Ilori, Bloomingdale’s vision created vibrant shopping bags (with Prime Line Packaging) that extended the campaign’s reach far beyond the store walls, turning every customer into a brand ambassador for this iconic fall collection.

Bloomingdale's

About

Founded in 1861, Bloomingdale’s has been a cornerstone of American luxury retail for over 160 years. Known for its iconic Little Brown Bag and innovative marketing campaigns, Bloomingdale’s continues to set trends in experiential retail, transforming shopping into cultural experiences that blend fashion, art, and lifestyle.

Objectives Icon

Key Objectives

Transform British artist Yinka Ilori’s vibrant multimedia artwork into functional packaging for the three iconic Bloomingdale’s bag sizes that maintains the integrity of the original fine art while creating a cohesive brand experience across multiple flagship locations.

bloomingdales just imagine line-up
bloomingdales just imagine line-up
Where Our Journey Began...

Where Our Journey Began...

Where It Began

When Bloomingdale’s launched their Fall 2025 “Just Imagine” campaign featuring Yinka Ilori’s “Cherish Your Magic” collection, they needed a packaging partner who could translate stunning fine art into functional, eye-catching shopping bags for their premium flagship locations.

Material Mastery

Prime Line selected FSC®-certified white kraft paper with 40% post-consumer waste content, providing the perfect canvas for Ilori’s ultrasaturated colors while maintaining Bloomingdale’s commitment to sustainability and premium quality standards.

Precision Printing

Given the extensive color palette in Ilori’s artwork, Prime Line recommended spot color printing over standard 4-color process. Each bag required 4-6 individual spot colors, which meant 4-6 separate printing plates per design, ensuring museum-quality color reproduction that brought the artist’s vision to life.

Tactile Excellence

Prime Line added spot UV treatment to the Bloomingdale’s logo on the front, back, and side gussets, as well as the “Little Brown Bag” text to amplify both the look and feel, creating a sensory distinction that enhanced the unboxing experience.

Iconic Proportions

The collaboration produced three iconic bag sizes, maintaining the proportions customers expect from Bloomingdale’s legendary packaging heritage: the beloved Little Brown Bag dimensions, signature medium size for fashion purchases, and statement large size—all with braided rope handles in colors that seamlessly matched each bag’s background design.

Campaign Integration

These bags were part of a comprehensive campaign that included a complete façade transformation and carousel takeover at the flagship store, making color precision and brand consistency across all touchpoints more vital than ever.

Quote

"When brands collaborate with talented artists to create genuinely beautiful packaging, they unlock opportunities to engage much broader audiences."

Nicole
Nicole
Senior Graphic Designer

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