Instead of conventional corporate merchandise, the brand created Lunch Worth Showing — an urban lunch bag that turns bringing food from home into part of a personal look. It has the appearance of a fashion accessory while remaining a fully functional food bag: it holds its shape, fits food containers, a bottle or thermos, and features a heat-insulating, flame-retardant lining. At the same time, it can also be used as an everyday city bag.
Problem
Millions of people bring food with them every day, yet most of the time they try to keep it out of sight. Containers are hidden inside backpacks, lunches are carried in whatever bag happens to be available, and the lunch bag itself is usually treated as a purely utilitarian object. For X5, it was important to create merchandise that would not feel like just another branded item, but would directly extend the company’s role in people’s everyday lives and connect to food not only formally, but meaningfully.
Solution
We decided to make food visible. Being able to eat properly and on time is nothing to feel awkward about. It is one of the simplest forms of self-care. So we transformed the lunch bag from a utilitarian object into an urban accessory that does not conceal its purpose, but makes it part of the look. That is how Lunch Worth Showing was created — an object at the intersection of fashion and functional design. It can be carried as a standalone bag, while its interior remains fully adapted for storing food. In this way, the merchandise became a direct extension of X5’s role itself: a brand for which food is not simply a product, but part of everyday care for people. The idea was further extended through a charitable mechanism: all profits from bag sales are donated to X5’s Vyruchaemcharitable foundation.
Results
The project reached far beyond X5’s corporate audience and became a news story in its own right. The bag was featured by major news, creative and fashion channels. The project generated an OTS of 1,897,900. Total reach exceeded 530,000. Posts by one of the influencers received more than 230,000 views and 100+ shares. All profits from bag sales are donated to X5’s Vyruchaem charitable foundation.
