With the current state of the world economy, it's natural to question whether our dedication to green products and packaging will remain strong. Though the finding of a recent Boston Consulting Group study that more consumers purchased green products in '08 over '07 should be encouraging to brands that have embraced sustainability. In the eyes of consumers, green, it seems, is still good business. So keep innovating and take inspiration from our look at some of the more interesting concepts to come out this past year.

Welcome to our first SUSTAINABLE PACKAGING DESIGN GALLERY and what we hope will be a source of inspiration for you. Our intent is not to identify perfectly sustainable packages (do they even exist?), but, rather, packages that have creatively addressed their impact on the environment.

 

No, the solutions aren't flawless; it's clear that eco-friendly packaging is more about trial and error and give and take than a direct one-time act. Instead, our selections reveal the myriad deliberations that go into sustainability and, in keeping with our mission, they demonstrate how environmentalism can still address the marketing considerations of a brand.

 

So consider this a marker on the path to sustainability---a reflection of the decisions brands are making at this point in time. Our expectation is that, next year, we'll see demonstrated progress, and that the packages we'll be showcasing will reveal ideas and concepts that we have yet to imagine. Until then, read on. Consider these solutions. Share your own. And, by all means, don't let the economy deter you---keep pushing and stake your own flag on the road to being (more) green.

With a mission of “bringing back the uncomplicated joy of food,” Kraft’s Back to Nature line focuses on delicious, simple foods without artificial flavors or preservatives, hydrogenated oils or high fructose corn syrup. As part of that commitment, the brand has undertaken a significant effort to make its packaging more sustainable, beginning with these seed and herb crackers. > Cartons are made from 100 percent paperboard, with at least 55 percent comprised of post-consumer recycled material. Packaging is printed with inks derived from renewable resources such as soy, flax and tree nuts. Even the carton manufacturing facility reuses and recycles more than 95 percent of the solid wastes from the process. > Graphic design supports the brand promise as well, with a generous band of earth-tone color identifying each of the three varieties: mustard yellow for Sunflower Basil, olive green for Poppy Thyme and a lighter green for Sesame Tarragon. An elegant die-cut window in the shape of a leaf gives consumers a peek at the savory crackers inside. [Graphic design: Davis Design; Paperboard and package printing: Rock Tenn Company]

Recycled/Renewable Materials; Compostable/Recyclable Package; Resource/Energy Optimization 

When Newell Rubbermaid set out to redesign the club store packaging for its Sharpie Retractable 10-count marker pack, creating a more sustainable package was among the brand owner’s goals. > Previously packaged in a mock-clamshell, the ubiquitous markers can now be found in a paperboard-based pack that resulted in a 60 percent reduction in plastic. The streamlined paperboard package is made from a renewable resource, is recyclable and offers the brand expanded real estate for graphic communication. The Sharpie packs currently can be found in Sam’s Club stores. [Paperboard packaging: Natralock by MeadWestVaco]

 

Recycled/Renewable Materials; Compostable/Recyclable Package: Source Reduced/Lightweighted 

The majority of plastic bottle caps don’t get recycled. Because they’re often made of a different resin than the bottles they’re attached to, they require a more energy- and labor-intensive recycling method, which dissuades material processors. > But personal care brand Aveda hasn’t accepted those limitations. Long known for its environmental leadership, the company launched its own caps recycling program and demonstrated early success with the September 2008 debut of its limited-edition Vintage Clove Shampoo. > The product boasts the beauty industry’s first 100 percent post-consumer recycled cap, and also celebrates the brand’s 30th anniversary with a structure and graphics that replicate the original offering (the bottle itself is 96 percent post-consumer recycled HDPE). > Aveda enlisted its U.S. network of salons and stores, along with schools nationwide, to seed the initiative and collect water, soda, detergent and shampoo polypropylene bottle closures-with 75,000 pounds of plastic amassed to date. > And while the Vintage Clove Shampoo will only be on the market “until supplies last,” Aveda says it’s exploring options for using the recycled caps on other products as well.

 

Recycled/Renewable Materials; Compostable/Recyclable Package; Consumer Education 

Bottled water has long drawn the ire of the environmentally conscious, but many brands in the category are working hard to change that perception-and to make a positive impact on their ecological footprint in the process. > Fiji Water has partnered with Conservation International to become the first “carbon negative” (offsets exceed emissions) product in the industry. Part of that strategy includes a pledge to reduce the amount of packaging used by at least 20 percent by 2010. > Packaging also plays a powerful role in communicating a green message to consumers. Fiji Water has devoted its back panel label to announcing the initiative and driving consumers to a dedicated microsite (www.fijigreen.com) for more information and updates on the brand’s progress.

Sustainability Criteria:
Compostable/Recyclable Package; Resource/Energy Optimization; Consumer Education

Body care brand Organic Essence prides itself on being green inside and out. Products are created from naturally occurring ingredients-no synthetic preservatives, fragrances, detergents or petrochemicals are used-and are certified USDA Organic. > Packaging is equally aligned with the company’s commitment to the environment. The brand partnered with a paper tube company to develop the “eco jar”, a biodegradable container that breaks down completely in normal backyard compost conditions. > Printed with pure soy ink on Forest Stewardship Council-certified, 100 percent post-consumer waste paper, the jar is able to withstand 150 degree temperatures during shipping without leakage and is grease-resistant. A biodegradable label is applied with an organic adhesive and glaze, so there’s no need to remove it for composting. [Eco pak container: Chicago Paper Tube & Can Company; Biodegradable adhesive & label: Organic Essence; Label printing: GSL Fine Lithographers]

 

Sustainability Criteria:
Recycled/Renewable Materials; Compostable/Recyclable Package

Sometimes the best ideas are the most simple. As part of the company’s Purple Goes Green climate change commitment, Cadbury has unveiled a range of “eco-eggs” in the U.K., which, rather than being sold in a box, are simply wrapped in foil. The Treasure Eggs represent a reduction of more than 75 percent of the plastic and 65 percent of the paperboard previously used. > This past Easter, the amount of plastic used is estimated to have been reduced by 247 tons and paperboard by more than 115 tons, with a total savings of 1,130 tons of packaging. > The reductions in waste are part of the brand’s overall response to the challenge of climate change. Under its environmental strategy, the company has pledged to cut its net carbon emissions by 50 percent by 2020; reducing packaging is a significant factor in achieving this goal.

 

Sustainability Criteria:
Compostable/Recyclable Package; Source Reduced/Lightweighted; Consumer Education

 

When Wal-Mart challenged consumer electronics manufacturers to reduce the environmental impact of their personal computers, HP responded with a concept that trimmed the amount of packaging consumers need to discard by 97 percent. > The limited-edition HP Pavilion dv6929 Entertainment Notebook replaces the paperboard, polystyrene and plastic of conventional electronics packaging with a reusable messenger bag made from 100 percent recycled materials. The notebook is displayed on shelf in just the bag, with the product and accessories inside. > In addition to removing the package disposal burden from consumers, HP reduced its own by fitting three messenger bags in an overbox for shipping to retailers. Figuring in the master carton, the packaging waste reduction is a still-enviable 65 percent. The concept also conserves fuel and reduces CO2 emissions by removing one out of every four trucks previously needed to deliver notebooks to Wal-Mart and Sam’s Club stores. > Randy Boeller, a package engineering manager with HP, says the company is investigating the concept for application in other consumer products lines and on the business and the commercial side as well. [Design, testing and production work: Uneka Concepts; Messenger bag fabric: Repreve by Unifi Inc.]

 

Sustainability Criteria:
Recycled/Renewable Materials; Reusable/Refillable Format; Source Reduced/Lightweighted; Resource/Energy Optimization

Because it was launching in the luxury retail channel, Organicare knew its packaging had to have style. But the brand was debuting as the first skincare line to be USDA Organic certified, so it was wary of selling out its earth-friendly ideals. The solution was to develop packaging that positioned the fledgling brand as a guilt-free indulgence, communicating what the company describes as “eco chic”.  > To do so, the packaging is made using wind and hydro power in carbon-neutral facilities, and from paperboard made of 80 percent post-consumer waste that’s Forest Stewardship Council-certified-a guarantee that the fiber was responsibly sourced from its point of origin in a certified recycling center or a managed forest. > A triple-embossed flower graphic on each carton is highlighted with a proprietary pearlized coating that grabs attention at high-end cosmetics counters where the brand is sold. Contrasting with the texture of the recycled paperboard, the overall design conveys the brand’s environmental stewardship in packaging and its aspirational luxury position at the same time. [Cartons: Curtis Packaging; Paperboard: Envi 80 by Monadnock; Package design and illustration: Willoughby Design]

 

Sustainability Criteria:
Recycled/Renewable Materials; Compostable/Recyclable Package; Resource/Energy Optimization

Though it may be some time before the phrase, “Pick up a bag of milk and a loaf of bread on your way home,” becomes the norm, U.K. retailer Sainsbury’s is still betting that a revolutionary new milk packaging system will be a hit with green consumers. > The JUGIT concept is comprised of a recyclable pouch that fits into a specially designed reusable jug. The bags are made from a low density plastic material specifically tested for strength and durability. After the pouch is dropped into the jug and the main body of the lid closed-trapping the top of the bag using secure clips-a spike attachment on the inside of the lid punctures the pouch and forms a no-leak seal. A recloseable spout then flips open for pouring. > The system has the potential to reduce packaging waste by 75 percent. Sainsbury’s is reportedly considering using the bags for its own-brand juice and is also examining alternatives to the wine box, using the same packaging technology. [JUGIT concept: Dairy Crest; Injection-molded jug: RPC Group]

 

Sustainability Criteria:
Compostable/Recyclable Package; Reusable/Refillable Format; Source Reduced/Lightweighted

 

U.K. retailer Sainsbury’s introduced its SO Organic Wild Rocket salad in non-genetically modified, compostable film in select stores last year. The package was developed in response to shopper requests for such products and the retailer’s own goals for sustainability-and it was developed without compromising the product’s shelf life or the package’s performance (particularly the seal). > The unique film is a technical achievement in that it works on moist and damp products like fresh produce and salads; it has industrial compost certification; and it is “progressing well” with home composting testing-achievements that many competitive materials are unable to realize. > Branding is clean and simple, calling out the retailer’s SO Organic identity, but letting the fresh greens take center stage. > Sainsbury’s reports that 90 percent of its SO Organic produce is now available in recycled, recyclable or compostable packaging. The retailer is working to reduce and recycle its packaging materials overall and, as in the case of this film, to help reduce the amount of packaging customers need to discard after shopping at Sainsbury’s. [Compostable film: Amcor Flexibles, Flextrus]

 

Sustainability Criteria:
Recycled/Renewable Materials; Compostable/Recyclable Package

Reusable shopping bags have been the rage for some time. So when TerraCycle CEO Tom Szaky watched an online video of someone using an iron to fuse plastic bags together, he was inspired to set a new standard for the eco-friendliness of such bags. > He developed a method to mass produce the fused material he saw online and approached Target with it as a way to reuse customer-returned, misprinted or damaged plastic bags. The result is the Target reTote, which uses 30 used plastic bags per tote in a process said to be more energy and cost efficient than traditional plastic bag recycling (which can cost up to $4,000/ton and results in a polymer that’s worth just a fraction of that). > The shopping tote debuted with support from Newsweek, which asked readers to use the magazine cover as an envelope to be filled with Target bags and mailed free of charge to TerraCycle (more than 41,000 did so). So far, Szaky has sold 100,000 such bags to Target-reclaiming three million of the more than 100 million plastic bags said to be discarded in the country each year.

 

Sustainability Criteria:
Recycled/Renewable Materials; Reusable/Refillable Format; Resource/Energy Optimization; Consumer Education

The toy industry was burdened by a series of lead paint scares in 2007, but the sector addressed consumer safety concerns with a slew of new products in 2008. Toys “R” Us had one such response, dipping its toes into sustainable packaging with the Earth Day 2008 debut of its own-brand environmentally friendly toy line. > Packaging for the collection of natural wooden toys and cotton plush animals and organic cotton dolls was developed internally and consists of earth-tone paperboard cartons made from 70+ percent recycled material. A special “R” seal-a play on the well-known Toys “R” Us reversed “R” logo-is printed on each box and features a green leaf encircled by the words “Recycle, Renew, Reuse, Rethink” to alert parents to the nontoxic, eco-friendly attributes of the toys. > Toys “R” Us says kids are becoming more environmentally conscious and curious about how they can do their part, and reports that the collection has been received “very favorably” by customers. The retailer also says it plans to expand the green-minded toy collection later this year.