February 16, 2011
Unwrapping a green brand’s message
As we forecast in one of our “10 Trends for 2010,” the eco spotlight is increasingly turning to packaging, and it’s an area where all brands will need to find room for improvement. For brands positioned as green-friendly, the pressure is on not only to use sustainable packaging materials but to convey the brand’s values via packaging design. Method has led the way here, with more brands coming to understand that increasingly crowded shelves and difficult-to-engage consumers make packaging a more important means for expressing a brand’s mission and message.
A line of environmentally conscious personal care items set to launch later this year, Stop the Water While Using Me is both the name of the brand and a key message about its values (reminding users to save water when they use one of the products). The message is the brand. The stripped-down packaging design, by German firm Korefe, also conveys the company’s mission of fostering a more sustainable lifestyle. Potting Shed Creations also uses packaging—which showcases its recycled and repurposed Grow Bottle potting system—to convey its values (celebrating gardening and sustainability). This cut wine bottle serves as a potting system for organic seeds. The message of “first aid for your laundry + the planet” on the packaging for Berry+, a new detergent brand that aims to make laundry routines more sustainable, is apparent in every aspect of the design. The brand says the packaging uses 30 percent less material than the standard detergent jug—it comes in a pod that fits 10 “micro doses” of detergent; a smaller option has two doses.
Watch for more unique packaging concepts that help brands very quickly convey who they are and what they stand for, making the most of their chance to catch a consumer’s eye.
Photo credit: www.stop-the-water-while-using-me.com