An r/EDC post asked a direct question about a specific bag: does this thing scream that there is a gun in here? The photo showed a compact, structured pouch, and the replies turned it into one of the more practical discussions of discretion the sub has had in a while.
The answer, in general, is that bags rarely announce contents on their own. What signals a firearm is a combination: a shape that does not match the bag's apparent purpose, a visible bulge in a position where nothing else would sit, a strap that is clearly load-bearing, or a pouch worn in a way that suggests quick access. A plain bag with a concealed-carry pocket reads as a plain bag. The same bag carried in a way that keeps one hand free and the opening oriented toward the body reads differently to anyone who knows what to look for.
The more useful conversation is about the trade-off between access and discretion. A bag that lets you draw quickly is, almost by construction, a bag with a panel that opens fast and a shape that holds its form. A bag that hides everything perfectly is usually a bag you have to open with both hands. There is no configuration that maximises both, which is why people end up with a rotation: one bag for the office, one for the trail, one for the range.
For EDC more broadly, the same logic applies to knives and flashlights. A clipped folding knife on a pocket edge is the single most recognisable piece of everyday gear there is, far more recognisable than a bag. If discretion is the goal, the knife matters more than the pouch.
Verdict: the bag in the post does not scream anything to a person who is not looking. To a person who is looking, no bag does the job perfectly. Choose the bag for how you carry, not for how it reads to strangers.