Skechers
(TOTEBAG)
Marketing Material
Objective
Create an exclusive Purchase With Purchase (PWP) tote bag collection that celebrates the unique identity of selected Malaysian states while strengthening Skechers connection with local communities.
THE BIG IDEA
Carry Your City's Story.
Each tote bag celebrates the unique identity of its respective state
through iconic landmarks, cultural heritage, and recognizable local
elements reimagined in Skechers' playful and energetic visual
language. The result is a collectible series that connects communities
with the brand through a shared sense of place.
CREATIVE DIRECTION
Celebrate each state's iconic architecture,
landmarks, and cultural heritage. Draw
inspiration from Skechers' signature blue
and white brand palette. Express the artwork
through bold, hand drawn doodle illustrations.
Balance lifestyle, travel, and street culture
with a contemporary graphic aesthetic.
CONCEPT
A state exclusive tote bag collection designed to encourage collectability.
Illustrations feature recognizable landmarks, local icons, and cultural elements unique to each destination. A playful doodle illustration style reinforces Skechers youthful and approachable personality. The visual system combines local storytelling with a consistent brand identity across the collection. Designed as both a practical everyday accessory and a memorable keepsake that extends the campaign experience beyond the purchase.
