Single-use plastic bags are the result of a mindless consumption of disposables. Psycle disrupts the mundane supermarket experience through a surprise of rhetorical messages placed strategically along the aisles. This confronts consumers with what they are uncomfortable with - a change in behaviour.

Placed together with supermarket items, Psycle prompts consumers to reflect upon their plastic usage as they browse through the shelves.

We decided to use this triangular fold as our project’s icon – an efficient way to fold, store and reuse the plastic bag.