Gen Z creates art with Instamart's paper bags on World Paper Bag Day
What was once a simple brown paper bag for grocery deliveries became an unexpected muse for artists, hobbyists, and particularly Gen Z, going viral across Instagram. On 12 July, which is World Paper Bag Day, Instamart's humble brown paper bags were creatively repurposed into vibrant works of art and DIY projects, reflecting a growing eco-conscious and artistic movement.
14 Jul 2025 | 348 Views | By PrintWeek Team
From sketchpads to storybooks, these recycled kraft paper bags took on a new life in the hands of India's content creators. Instagram was abuzz with reels showcasing innovative transformations: one user crafted a charming DIY mini notebook, while another sketched a vibrant portrait entirely with crayons. Sustainability meets street style as a delivery bag was upcycled into a hand-painted tote, and perhaps most whimsically, an elaborate paper bag castle emerged, complete with turrets and windows.
As per a press note issued by Instamart, "This organic movement taps into a deeper cultural shift led by Gen Z, a generation that champions sustainability, authenticity, and mindful consumption. For them, creativity extends beyond traditional art forms; it's a form of activism and connection."
The note added, "These eco-conscious consumers view new-age brand packaging as more than just a container — it's a statement and an opportunity to reduce waste while fostering creativity. Instamart's choice of recycled kraft paper perfectly aligns with this mindset, providing customers with a sustainable medium for self-expression.”
As one creator said, "There’s something freeing about drawing on a paper bag. It’s already fulfilled its purpose, so there’s no pressure to be perfect." This sentiment captures the joy of creating with simple, eco-friendly tools and a dash of imagination, echoing the popular caption "From kraft to craft" seen across social media.
Instamart's packaging has evolved from an environmentally conscious delivery solution to a symbol of creative possibility and environmental responsibility. These delivery bags have truly taken on a life of their own, representing the intersection where art, emotion, sustainability, and everyday utility meet. For Gen Z and beyond, the paper bag is no longer merely utilitarian or disposable — it's inspirational, eco-friendly, and a vibrant part of a larger shift towards conscious living.