JKR

6. Green initiatives are creating new paradigms and new opportunities.

“Unpackaged” in Amwell Street Islington (where else?) is a funky shop where products are sold by weight and customers bring their own vessels. Unilever have been trialling a liquid detergent that has the water added at point of sale, potentially creating massive reductions in transportation for their brands. It’s a brave new world, and fortune will favour the bold.

7. Being greener is only one part of the design opportunity.

Any sustainability initiative should aim to do more than improve the brand’s credentials. “Greening” the brand should be seen as a source of value rather than cost. For example, when we light-weighted the Stella Artois bottle some years ago the reduction of glass saved on both cost and materials. But it carried the cost of a bottle with less “heft” – it potentially felt less premium. However, as the mould was to be re-made anyway, we took it as an opportunity to add the Den Horne brewery marque to the shoulder, helping to deliver a more branded, premium and tactile design which compensated the consumer for the loss of weight.

Pages: 1 2 3 4 5 6 7 8 9