For some people grocery shopping is very stressful, time-consuming and simply not easy. aiuto (Italian for “help”) aims to minimize these stressors by making the daily shopping more accessible. The flexible carrying handle allows the bag to be carried in a variety of ways. Once laid out in the checkout area, goods can be placed on the coloured surfaces. Heavy rigid items can be placed in the middle of the bag. Light, delicate ones in the two inner pockets. With an intuitive pull on the coloured handle, the bag pulls itself together and encloses the goods. The handle and the bag have a cushion that protects the body and ensures a comfortable journey home.
