Bag & Bones: How to Create a Leading art label Brand

Bag&bones, an innovative neon art label was founded by Gigi Foyle, alongside her Irish-based sister Cavanagh. Playful text, whimsical slogans, and pop-art style graphics characterise the stylish label. Fans all over the world are lusting after bag&bones’ beautifully simple and uplifting designs.

Gigi and Cavanagh Foyle stepped away from their original careers to set up their London-based company bag&bones after two years of extensive research—to offer a new version of expressive neon art at a fraction of the cost of most similar products on the market. The sisters, Gigi who lives in London with her family, and Cavanagh, who is based in Dublin originally grew up in Galway, Ireland. Gigi graduated with a science degree from Edinburgh University before she moved to London, where she worked in health research for ten years. 

Gigi first fell in love with neon art on frequent visits to God’s Own Junk Yard in Hackney, East London. The idea for bag&bones’ alluring brand was conceived when founder Gigi noticed a gap in the market for a new type of beautiful yet sustainable neon art— “after two years of meticulous research and preparation, we took a leap of faith in July 2016 and launched. It has been a rollercoaster of fun (and some hard word!) ever since,” says Gigi. The label broke into a niche in the market in offering a design that is as beautiful as it is sustainable. The designs combine coloured neon tubing and LED lighting which offers a lightweight, energy-efficient and safe alternative to the traditional glass neon. “We are trying to forge our own niche in the market so we try hard to ensure that everything we do is unmistakably bag&bones in the hope that as soon as someone sees a bag&bones neon, they know right away that it’s us. And I suppose, there is no secret to how we do that, we just love it so much that I think that is what (hopefully) comes across.”

The vibrancy and unmistakable design of the label reflects Gigi’s lifelong passion, ”I was surrounded by design growing up,” says Gigi, “Our mum always bought every interior design magazine under the sun and had been collecting them since the 1970s. She would also redesign our family home regularly and my dad was also really creative, passionate and talented. They were both always encouraging both me and my siblings to pursue all creative endeavours.”

Bag&bones’ vibrant designs inspired by London’s street culture exude cool and will add a modern twist to any interior. The designs include quirky text, pop art style graphics, and whimsical slogans. Add character to any room with the bag&bones light that spells out Let’s Stay Home  in neon lettering, or add playful interest to a wall with their vibrant Red Lips design.

The seductive glow of bag&bones’ lights has captured the hearts of fans around the world. Their Instagram page has amassed almost 100k followers and the brand has been showcased at the fashionable Wilderness festival and commissioned to design lights for the Kate Moss Agency, Chanel, Instagram, Soho House, Alexander McQueen, Grazia, and Liberty London.

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