Plain Creative LTD
In a world increasingly focused on sustainability, the misconceptions around luxury packaging continue to persist. Can packaging be sustainable and still offer a premium experience?
At James Cropper, we are dedicated to demonstrating that it is possible and advantageous to marry sustainability with luxury. We are on a mission to educate and serve brands through our award-winning, innovative designs, with names like Maison Perrier-Jouët and Bruichladdich already exemplifying the possibilities.
To help, we have debunked eight of the most common myths:
Myth 1: The paper industry is managed unethically
European forests are now 30% larger than they were in the 1950s. Sustainable forestry practices ensure the paper industry can be ethical and environmentally responsible, contributing to forest management and conservation efforts.
The first of its kind in the whisky space, James Cropper produced a coloured moulded wrap for Bruichladdich using 100% green energy and wood pulp sourced from sustainably managed forests.
Myth 2: Paper only grows on trees.
Diverse fibre streams are available and using recovered fibres means waste is diverted from landfills. At James Cropper, paper is made from a variety of sources including coffee cups, office waste and recovered denim. This supports sustainability and reduces the burden on natural resources.
Myth 3: Diverse fibre streams are hard to find
Our comprehensive understanding of fibre, developed over 179 years of papermaking, ensures that we have access to reliable and secure sources. This allows us to produce high-quality paper and help the regeneration of natural systems, today and for future generations.
Myth 4: Recycled fibre equals dirty paper
Recycled paper is clean paper. Today’s recycled papers can have the same pristine look as virgin fibre papers, plus being environmentally friendlier.
Myth 5: Foil isn’t recyclable
Foils applied up to a coverage of 80% are repulpable, meaning packaging can be recycled again and again.
Myth 6: Recycled fibre isn’t strong
Recycled fibre is designed with the commercial environment in mind - withstanding rigorous use and reliable in strength and appearance.
So much so that Selfridges provides used cups from its retail stores and offices to James Cropper, where they are upcycled through the award-winning CupCycling process into paper for their iconic yellow shopping bags.
Myth 7: You can’t achieve the same finish with recycled content
The FibreBlend model balances virgin and recycled fibres to deliver both performance and sustainability. This innovative approach ensures that recycled content does not mean compromising on aesthetics or functionality.
Coty recognised the flawless finish of the reclaimed fibre when they chose it to house their Chloe Eau de Parfum Rose Naturelle.
Myth 8: It’s impossible to have an ethical supply chain
Brands can stand by their environmental commitments, with wood pulp certified to FSC® or PEFC® standards from sustainably managed forests.
By the end of 2024, EU countries are expected to have established producer responsibility schemes for all packaging. By 2030, 100% of packaging should be recyclable.
Let’s act now and lead the way in sustainable luxury packaging to create a future where ethics and elegance coexist seamlessly.