Trend: Dual-use Packaging

Brands are developing packaging solutions that are functional as well as sustainable

Excessive packaging remains one of the ethical consumer’s primary concerns, providing an opportunity for companies to innovate and stand out. By providing customers with something desirable as well as sustainable, dual-use packaging lets companies show leadership on the design front as well as on the environmental side.

Cases

HP Protect Messenger Bag

This award-winning design replaces standard laptop packaging with a high-quality messenger bag. The bags reducing packaging waste by 97% and are themselves made of recycled materials. Smaller packaging also allows HP to ship more computers in a smaller space, reducing transport emissions. By displaying the HP logo in one corner, the bag constantly reminds customers of HP’s innovative design approach.

Y Water

Aware that those with health concerns often have environmental concerns as well, the packaging of this low calorie, nutrient-enriched water for kids turns into a building block toy when empty.

Trend Impact
Stylish secondary uses for packaging can boost the CSR credentials of a brand, as well as providing excellent brand exposure over a much longer period of time. As more companies design additional uses for their packaging, it will become more important to ensure that customers genuinely desire the packaging in its secondary life. Otherwise, the packaging will still be sent straight to landfill, losing the potential brand-building benefits.

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