Sainsbury's has launched a new range of reusable bags, as part of its aim to reduce the number of single-use bags it gives out by 50%.

The eight-strong range includes a plastic ‘bag for life', a cloth bag with a stow-away pouch and a cool-bag.

London-based Lambie Nairn created the designs, which use animals and humorous copy to give the bags personality.

"We've integrated each bag's functional purpose with a sense of personality, through spirited, witty copy and a new illustration style," said Lambie-Nairn creative director Adrian Burton.

The redesign is intended to give Sainsbury's reusable bags a cohesive look.

"The new range is designed to be consistent, coherent and look great on-shelf," added Burton.

Previously, reusable bags had been designed on an ad-hoc basis. The design is extendable, to allow for promotional or one-off designs.

The new bags will appear in stores from the end of the month.