How to change a brand into eco-packaging?
Author: Alyona Trifonova.
Photo from Instagram @kolomnamoloko.
It can be difficult for a brand that has been operating on the market for a long time to rebuild and completely switch to an eco-format. Firstly, because in Russia there are still not many manufacturers offering eco-alternatives to usual packaging - brands simply do not know where to turn. And secondly, it seems that eco-packaging will require large production costs, which will increase the final cost of the product.
However, nature friendly packaging becomes a significant competitive advantage. If a brand operates in the field of healthy lifestyle and contains healthy food products, vegan or just natural products in its assortment, then its target audience all the more expects nature friendly packaging. If this condition is not met, the brand risks being rejected by its target audience and this will entail even greater economic losses than additional costs for eco-packaging.
What are the options?
1. Replacing plastic with paper
Nestlé has launched new paper packaging for its KitKat brand in Japan, replacing the usual plastic packaging. A special series of chocolates with marine life on the pictures is designed to reduce the use of plastic.
JAPANTODAY reports that Nestlé has been tackling marine plastic waste since 2019, replacing plastic packaging with more environmentally friendly paper packaging, and hopes to fully switch to paper packaging by 2025.
The brand's official Instagram account in Japan it is said that a part of the sales revenue is donated to Zero Waste Japan, an organization dedicated to ridding the world of trash.
An interesting feature of the new packaging is that it can be folded into origami. For instructions on how to do this, people can visit the brand's website in Japan.
Apparently, in this way the manufacturer wants to reduce even the waste of paper packaging, offering an exciting format for its reuse.
2. Replacing plastic with ceramics
In recent times, we have used to see dairy products on supermarket shelves in plastic packaging. Yoghurts, milk, sour cream, curds - all this is packed in plastic. Against this background, the decision of the Kolomenskoye Milk brand to use ceramic containers was a striking event.
Photo from Instagram @kolomnamoloko.
According to the brand's Instagram account, its ceramic jars are baked at 800 degrees and then covered with glaze, so the jars can be used for cooking in the oven, heating in the microwave.
In its Instagram account, the company suggests many more ideas on how to reuse its packaging, and accepts extra jars for recycling. A beautiful brand solution.
Источник: Instagram @kolomnamoloko.
3. Replacing plastic with glass
Plastic can also be replaced with glass. Usually we see honey or canned fruits and vegetables in glass packaging, but other companies also could use such packaging. For exmaple, in glass, not plastic jars, salt is packed under the "Vkusno Krym" brand.
4. A little bit less plastic
"Kukhnya na rayone" ( "Local kitchen") is also trying to cut down on plastic. As reported on the website https://box.localkitchen.ru/, the company has rethought its approach to packaging and launched a new form factor, making the packaging more compact. Thus, it was possible to reduce the use of plastic by 20%.
Photo from Instagram @localkitchenru.
5. Without a sticker
In the case when it is impossible to completely abandon plastic, you can try to reduce its amount in the packaging and make it less multilayer. For example, we can often see a product in stores that is packaged in bags, which are then placed in boxes, and stickers are glued on top. The same applies to bottles. A sticker is also glued on them. As it turned out, this can be optimized.
Danone has released a new bottle for the evian water brand without a sticker. The logo is engraved on the bottle itself. The bottle is made of recyclable plastic (excluding the cap).
Photo from Instagram @evianwater.
In the brand's Instagram account it is said that the work on the new design took 2 years. There is no barcode on the bottle, and, apparently, for this reason, water in such a packaging is available only on the company's own website https://www.evianchezvous.com/ and in several restaurants in France.
Furoshiki is a Japanese art of wrapping objects in cloth. Furoshiki is essentially a square piece of cloth designed to wrap and carry objects of various shapes and sizes. It looks authentic and beautiful. Natural fabrics are an environmentally friendly material that the company can brand with its logo, for example. After opening the package, the fabric can be reused.
Photo from Instagram @taiga_eco.
7. Необычные природные альтернативы
An unusual solution to pack products into products, or rather into natural packaging made from dried lagenaria (a plant of the pumpkin family).
As the developer writes on the website http://www.synthesis.uz/, such packaging is suitable for dried fruits. Each packaging is unique in shape, size and pattern, since no two pumpkins are exactly alike in nature. It is said that the shape and rigidity of the bark provides excellent transportation and does not allow moisture and light to pass through.