Posts Tagged ‘package design’

Heineken Takes Minimal Approach to Green Packaging

Wednesday, August 18th, 2010

Both Heineken and French design company, ORA-ÏTO, teamed up back in 2002 and created the Heineken aluminum bottle packaging which won a myriad of awards. Fast forward to 2010.

Back at it again, they’ve created the Icone Pure; a 100% sustainable aluminum bottle with a simple design. Heineken and ORA-ÏTO reinforce the notion that great custom packaging can be minimal and still maintain a stylish look. The bottle is covered with a white veneer and features Heineken’s iconic green logo with a minimal green dotted pattern. Truly unique- can’t say I’ve ever seen a beer bottle like this before- and it’s green.

The Heineken Pure green packaging is successful in branding the bottle as “pure” and “green” while still maintaining the aesthetic of the Heineken brand.

The Future of Packaging, Part 2.

Monday, August 16th, 2010

In 2010, 27% of products at major US retailers are estimated to have sustainable packaging. By 2015, this figure is projected to reach 37%.

Despite a global recession, escalating environmental pressures from consumers, the media, and legislators have put pressure on manufacturers to emphasize innovation in design, choice of materials, processing, and life cycle logistics. In fact, green packaging is the only sector of packaging that has continued to show growth. This evidence tells us that the future of packaging is in sustainability.

Environmentally conscious decisions now must revolutionize packaging design and drive the bottom-line of companies. Consumers are becoming increasingly educated on what sustainability is to the extent that they can, and will, call out companies for greenwashing (deceptive use of green marketing in order to promote a misleading perception that a company’s policies or products are environmentally friendly).

Walmart continues to be on the forefront of sustainable packaging in the retail arena. Although the retail giant has achieved many of its environmental goals such as plastic bag reduction, it continues to be unable to eliminate PVC from private-label packaging. As sustainable packaging evolves, Walmart will continue to strive in achieving its PVC elimination goals.

Many other large companies are following suit including Proctor & Gamble. Very recently, they announced plans to use sugarcane-derived plastic on selected packaging for its Pantene Pro-V, Covergirl and Max Factor brands to increase its sustainability credentials. The strategy by P&G is completely consumer-driven. Their research shows that women around the world want to make themselves more beautiful without making their environment less beautiful.

Amazon and Mattel team up to implement their own green packaging innovation. Dubbing it Frustration Free Packaging (FFP), its intention is to stray away from plastic packaging that is difficult to open. Especially in regards to toy packaging, Mattel found that consumers were livid about the complexity of opening up toys from their plastic and twist-tie inundated mess. Frustration Free Packaging is recyclable and is designed to be opened without the use of a box cutter or knife and will protect your product just as well as traditional packaging.

The key to all of this is that consumer feedback from companies like these has been extremely positive. If customer’s are pleased and recognizing sustainable packaging efforts, the demand will continue to increase just as experts suspect that it will.

Packaging with Banana Leaves

Wednesday, August 11th, 2010

In today’s world, packaging is often looked at as wasteful, largely because the packaging usually outlives the products that they protect. But packaging is extremely important. It provides protection to keep products safe in transport and on shelves as well as information for consumers to make the right purchasing decision. With that said, researchers realize the importance of packaging while taking environmental concerns into consideration in an effort to source sustainable materials that can be used for packaging. We’ve blogged about many of them. Recently, coconuts have been tested for different packaging applications. Others include algae-based plastics, sugarcane plastics, mushroom stems, and the list goes on.

Now the newest development in eco-friendly packaging material is banana leaves (at least until we run across something else….maybe next week). Israeli designer named Tal Marco has taken a decidedly low-tech and refreshing approach to package design with his use of natural banana leaves which are an abundant resource in many regions around the world. Their wax-like surface is ideal for food packaging specifically because they work well with wet and greasy foods. However, the leaves are very flexible and can last a long time after being cut from banana trees. Therefore, they can be adapted to many types of packaging.
These banana leaf packages that are pictured are cut to form using die cutting technology. Die cut leaves can be folded into numerous forms lending themselves to many retail applications. No glue is used. The unique qualities of this material allow packages to be opened simply by tearing the banana leaf along its natural perforation.

Packaging Is Stealing The Show

Wednesday, July 7th, 2010

Packaging has long played a supporting role in advertising but in today’s world, it’s starting to steal the show. Brand marketers are increasingly bringing their product’s packaging to the forefront of brand communication both visually and by incorporating advertising strategies on the packaging itself.

So what’s with packaging’s growing significance as a branding tool? The increasing aesthetic sophistication that applies to packaging is too hard to ignore. There is one huge challenge for packaging however: the environment. Pressure has been placed on manufacturers to cut down on packaging and reduce waste to help sustain the environment. Packaging companies are trying to find creative ways to develop green packaging solutions as the need for marketers to communicate eco-friendliness to consumers is growing rampantly.

Finding a happy marriage between creative packaging and sustainability is not exactly easy- there are limitations. But it’s an ambition manufacturers and marketers are relentlessly pursuing.

So lets check out the “Recyclage de Luxe” campaign rolled out by Stella Artois last year. While taking various measures to lessen their environmental impact, Stella Artois launched the campaign in the UK. They’re earning their eco-cred by making greener packaging and engaging consumers in recycling initiatives.

Since the start of the campaign, all Stella Artois’ cans have been made from at least 50% recycled aluminum, its bottles are above the industry standard of 75% recycled glass, and its corrugated Stella Artois boxes are made from 100% recyclable paper.

When it went live in July, Recyclage de Luxe comprised three executions across media, including TV and the press. Each focused on a different aspect of packaging – the corrugated packs, recycled bottles and recycled cans.

At the end of the month, the brewer launched its Hedge Fund on-pack promotion, a bid to boost sales with eco-incentives for consumers. Consumers buying some of the larger packs would be investing in an actual hedge, which would be grown to three times the size of the pack itself.

The campaign would help “replenish Britain’s depleted hedgerows, which are critical to the existence of many plants and animals”.The Hedge Fund promotion enables Stella Artois to help consumers take those small steps and together reduce the rate of climate change.

Stella Artois says that the campaign has so far “been very successful”, but is unable at this stage to divulge internal data proving this. It says that its marketing has been “very motivating for consumers”.

More info:
Stella Artois Hedge Fund