You mention that any aesthetic can be achieved sustainably without compromising brand personality. Could you elaborate on how brands can balance a strong visual identity with eco-friendly materials and production methods?
Our philosophy is that with strong and imaginative design this is often relatively simple – it's about material choices from the concept up. If we cut out plastic and foam fitments, avoid laminates and plastic-based product wraps, and have the materials spec as the baseline, what you can do with paper and card and biodegradable materials doesn’t need to set limits on an aesthetic.
We’re seeing more interest in unique, biodegradable materials such as mushroom mycelium and bamboo pulp. How do you see these innovative materials shaping the future of packaging design and functionality?
The adoption of more experimental materials will depend on their development in terms of customisation and, of course, cost. Currently, using a mycelium product for a fitment creates a specific aesthetic, whereas, moulded paper or bamboo pulp offers greater flexibility for shape and colour. Moulded shapes are the real challenge when trying to avoid plastics, so any new material that offers flexibility at a feasible cost could be a game-changer in the shift away from plastic fitments.
Minimalist designs often get highlighted for their eco-friendly appeal, but you emphasize that even bold, maximalist branding can be sustainable. What are some practical steps or techniques brands can use to marry a vibrant aesthetic with green principles?
Again, it’s being aware that a lot of fairly traditional finishing techniques like foil blocking and embossing don’t reduce the recyclability of card and paper packaging and neither do graphics or print. A bold and colourful design with mixed textures can be achieved with a well-thought-through plan and good material choices. Sustainable packaging doesn’t need to be beige.
You talk about creating longevity in packaging and giving consumers a reason to reuse items like tote bags. What factors should brands consider when designing reusable packaging that people will actually want to keep and use?
With packaging, as much as possible we try to think about designing a secondary feature or an ongoing storage element of the core product. If it can have a further function beyond marketing and delivering the product to the customer then all the better. And with a tote bag, if it’s heavy-weight cotton, sensibly sized and proportioned with ongoing use in mind, then we’re producing not just a promotional or branding item, but a genuinely useful and durable product that people will want to keep and re-use.
Subscription models, like those for razors or coffee pods, are on the rise. In your view, how do these models impact the design and material choices for packaging, and what challenges or opportunities do they present?
Subscription models create more delivery packaging, which increases the need for it to be suitable for easy domestic recyclability. But as an opportunity, a subscription model can give brands more foresight to predict volumes which can help with the cost feasibility and larger runs, resulting in better unit pricing.
You mention an increase in integrating digital features into physical packaging. Can you give examples of how SMART technology can enhance the unboxing experience or improve product security?
It has been well demonstrated that SMART packaging can provide and communicate product conditions and improve product security. However, we see potential in terms of added value and enriching the customer experience. By adding gamified elements, bonus-linked content, or downloadable features brands can increase client engagement while enhancing the unboxing experience and overall product appeal.
You highlight Gen A as the first truly ‘Sustainable Native’ generation. How can brands stay ahead of the curve and appeal to these young consumers who value both cutting edge design and eco-conscious packaging?
We believe that sustainability is less about chasing the latest materials and more about using low-impact and genuinely sustainable production methods. Of course, new materials will have their place but we believe that Gen A consumers appreciate simplicity and transparency. This can be achieved through well-considered design and honest communication about materials and sourcing, rather than relying on gimmicks.
You touch on the idea of ASMR marketing transitioning into the real world through textures, sounds, and colors. How might this trend evolve, and how can it help brands stand out in a crowded marketplace?
SMART packaging is a really useful tool here. Brands can also use physical materials to create textures and tactile experiences, while sounds and images can be integrated into a broader experience around the product and its packaging.
The beauty sector is leading the charge with refillable and reusable packaging. What do you think is driving this rapid shift, and how might lessons from the beauty industry translate to other sectors?
The shift is being driven by consumers expecting truly sustainable packaging and being better informed about what is and isn’t genuinely sustainable. However, there is also a demand for a unique and considered experience. Other sectors will soon pick up on this and need to be more imaginative about finding sustainable solutions that don’t detract from the pleasure of buying and unpacking the product.
Many brands now recognize that cheap plastic is no longer ‘cheap’ when considering environmental impact. In your experience, how are businesses recalculating the cost benefit analysis of investing in more durable, sustainable packaging solutions?
Looking at the bigger picture, brands will realise that aside from the long-term effects of plastic use and waste, the energy costs needed to create plastic packaging can be higher than using paper and card, or organic pulp materials. However, we believe that the main investment will be customer loyalty. Expectations have changed, so if brands want to attract younger consumers they will have to invest in packaging that reflects their customers’ values
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