API Tote Bags – Merchandise Redesign Case Study: 

Problem:
API’s tote bags had low sales and, even when gifted, were rarely used, limiting their impact as a cultural and brand touchpoint. The designs felt repetitive, dated, and out of sync with youth aesthetics.

Solution
Redesigned the tote bags with an illustration‑forward, eye‑catching front that reinterprets API’s brand guidelines through a youth‑oriented lens, emphasizing bold color and cultural storytelling.

Impact
The new totes became API’s primary event swag, boosting on-site visibility and encouraging repeated use after events.