Brand Design: Rebrand

Part 7: Why sustainable packaging needs to be part of your next brand refresh

Sustainability is the key driver for packaging redesign.

This is the seventh post in our Rebranding blog series.

The data cannot be ignored any longer, the consumer demand for sustainable packaging is here and growing. According to Trivium Packaging, 68% of consumers have chosen a product in the last six months based on its sustainability credentials, and 86% of consumers who are 45 or younger showed a willingness to pay more for sustainable packaging.

Optimize your investment in a packaging refresh by addressing this strong consumer demand and other needs all at the same time: contemporize visual identity, graphic impact navigation at shelf, sustainability.

In a recent McKinsey report – consumer trends, regulations and government actions are all pointing toward sustainable packaging becoming THE key focus to demonstrate corporate commitment to sustainability goals.

A chart title “Most important driver of packaging design” is shown, showing that 40% of respondents state that “sustainability is the largest driver of packaging design across all regions and industries.”We continually hear a similar challenge – how to create sustainable packaging that does not disrupt supply chain, manufacturing processes, nor leave some consumers behind with a significant design change?

Our advice? Follow the rebranding process you typically would, only with additional consumer data.

Approach this just like any other refresh. When it comes to selecting sustainable packaging materials, opt for those that both delight consumers and drive results.

Our approach to sustainable packaging development follows a process of:

  • Establish:
    • Corporate goals
    • Brand, trade, consumer needs
    • Consumer + Category insights
    • Current packaging form, function and manufacturing specs
  • Incorporate:
    • Brand
    • Engineering
    • Manufacturing
    • Regulatory
    • Sustainable packaging expert
  • Simplify:
    • Explore form + function
    • Focus on closer-in wins

Two versions of Pet Shoppe brand cat litter packaging are shown; one on the left using a typical bag package, one on the right shows a rebrand of the package using a sustainable box.

 

Create sustainable packaging transformations that satisfy multiple consumer needs.

Examples like this one from Pet Shoppe show how packaging should be designed with the consumer in mind. In this case, that meant switching from a single use bag to a recyclable, big box that serves multiple purposes – shopping, storage and serving, with benefits that include:

  1. Easier to shop, more impactful planogram “set” at shelf
  2. Convenient carry handle
  3. Dual purpose: storage and usage – gravity fed; ½ cup serving/“dosing”
  4. Recyclable box exterior and interior (bio-food protection film) made of sustainable materials that are fully recyclable/compostable

Sustainable choices on the path to purchase

Sustainable products and packaging are now part of the path to purchase decision journey. For any contemporary brand refresh or extension – sustainable, up-cycled materials, merchandised in recyclable packaging options materials and packaging updates are an integral part of the process.

Three bags of g2 brand coffee beans are shown, displaying their eye-catching packaging that is also environmentally friendly.

A sustainable packaging refresh is a specialized design discipline, honed over years of experience coupled with an approach grounded in the science of marketing, the art of creative design, and deep knowledge of sustainable materials.

In the right hands, this process is an effective strategy to contemporize your brand, keep current and attract new customers while addressing the pressing need for sustainable packaging.

Explore the domo domo marketing Rebranding Series and domo domo’s sustainable packaging resource guide for inspiration and ideas.