Planet saving packaging

The world of packaging recyclability and sustainability is the hot topic.

As brand packaging designers, pack material recyclability is yet another design consideration. And very often on front of pack alongside various other claims.

As consumers, we are bamboozled by all today’s packaging recycling jargon. Recyclable, widely recyclable, recycle at large supermarkets only, less plastic, plastic free, biodegradable, compostable, home compostable, made from recycled materials. It’s a message minefield where ‘recyclable’ is sometimes only theoretical.

Consumers are demanding more environmentally friendly packaging materials and some of the big retailers are beginning to stipulate recycling criteria for brands they are considering listing. With Extended Producer Responsibility (EPR) due to be implemented within 18 months, this will place more onus on individual businesses for the packaging they use in the UK. Clearly, the stakes are high.

So, what can you do to navigate this? Here are some guiding principles:

1 Keep it simple. Try and stick to commonly understood materials, where possible. Paper, card, aluminium and glass. Plastics are perhaps the most confusing as to how recyclable they really are, whether it’s a second life or ocean plastic or whether it’s a plastic made from recycled plastic but isn’t recyclable.

2 Less is more. Are there ways to reduce the amount of your packaging? Your design agency may have some ideas about this or your manufacturer may have other alternatives. New, innovative pack formats for your product’s packaging can help you stand out in the category. Recently, we have worked with a packaging format that allows consumers to refill the pack.

3 Beware the smoke and mirrors. Don’t take as read the headline from the manufacturer – for example, there are plastics made from plants that take just as long to break down as regular plastics! There are also compostable materials that only break down using particular industrial composting facilities. Talk to the manufacturer and understand the recycling practicalities.

4 Going bio. For bio-plastics, perhaps opt for home compostable rather than bio-degradable or industrially compostable. There is a TUV (a technical inspection certificate) verification that certifies how the material is degraded and how long it takes.

5 Take responsibility. Whatever packaging you use for the product, this is part of your brand and says a lot about your values. Be clear about your pack’s recyclability and how it is to be disposed of.  

Very often it is not possible for food and drink brands to use verified sustainable packaging materials that are fully recyclable. This may be for a variety of reasons. But don’t fret. There could be a compromise. And, even if there isn’t, there is a strong chance that the way your product is made, or its provenance, has its own sustainability benefit that is worth highlighting on pack.

For the longer term, it might be possible to work with your packaging manufacturing partner to explore bespoke ideas for your brand. This may sound expensive but there are smaller manufacturers out there that are flexible enough to help you find an innovative solution that could make your brand famous.