The idea was to turn a piece of internet culture into a physical design object. A banned sandwich bag from Charli xcx’s poster was recreated as a limited-edition Hellmann’s ‘Club Classic’ sandwich bag, designed to feel almost identical to the original and filled with a freshly made Club Classic sandwich — a playful nod to the track.

Executed as a fast, guerrilla-style drop, the bags were produced in limited numbers and distributed directly to fans outside the venue. Designed to feel like merch rather than advertising, the object became instantly collectible, living naturally within fan culture and social feeds rather than traditional brand spaces.