Sustainable is Good | Where design, lifestyle and packaging meet

Ecolean Packaging

Heres an interesting new packaging concept from the Swedish company Ecolean. The packaging is based on a patented material they call Calymer.

Made from 40% calcium carbonate (natural chalk) the material is similar to that of an eggshell.  It is then combined with polymers which serve as the binding agent and yield the final product.

The flexible packaging is approved for food use in Europe and the company released a study available on its web site indicating their packaging is more efficient than other dairy packaging as it reduces food waste and materials required.

Ecolean is designed primarily for the food industry.  Its competitors include traditional plastic dairy packaging and some of the Tetra Pak line of products.

Ecolean says its packaging can be recycled at end of life like a traditional plastic (PP or PE) or incinerated for disposal.

Kraft Salad Dressing Packaging

Kraft Foods has revamped the packaging for its bottled salad dressings as part of an effort to revitalize the product line.  The new packaging has received a number of accolades from both industry and consumers.  Most recently winning an award at the DuPont sustainable packaging awards

Kraft's redesign allowed the company to spruce up the image of their salad dressings enhancing graphics and the overall design of the bottle.  The design changed from their triangular style bottle to a newer more sleek bottle that would appeal to consumers.  The new bottle is more ergonomically designed and sports clean fresh graphics adding a sense of excitement back into the line.

The new PET bottle weighs nearly 19 percent less than the previous version.  This reduction in weight increases shipping efficiency by nearly 20 percent and saves Kraft an estimated three millions pounds of PET a year.

The Chicago Tribune reported the new bottle required Kraft to significantly rework manufacturing lines at its salad dressing plants in Champaign and Garland, Texas.

Along with the redesign Kraft also reformulated all 50 existing flavors and introduced five new vinaigrette dressings.

Target Releases Statement on Archer Farms Cereal Packaging

Target is now ready to talk, several days after Sustainable is Good reported on Target's Archer Farms brand new cereal packaging the company has released a statement. 

When Sustainable is Good contacted Target through its NYC-based PR firm Kaplow last week they refused comment on the new packaging. 

The statement from Target was released late Wednesday afternoon and introduces the new packaging.  Offering few specific details, the statement highlights the consumer benefits of the new packaging design.  It does not address the materials used in the packaging or whether its recyclable.

The media strategy on this product launch quite frankly makes no sense especially considering the fact Kaplow, when asked repeatedly about the packaging last week refused comment.

Kaplow's reluctance to comment contradicts a statement on its own web site highlighting the fact they pride themselves in working with new media sources like bloggers. 

Kaplow says, ""We get directly to consumers when we blog for our clients and talk to bloggers. Our savvy discourse with these powerful new influencers inserts our clients into the most impactful conversations on the Web."

Based on this core principle of Kaplow's PR methods it remains unknown why Target or Kaplow couldn't provide comment on this packaging when asked just four business days ago. 

Prior reporting from other sources it would indicate that Target is responsible for the lack of comment.

How could a company so "with it" in so many ways refuse to acknowledge or speak with new media sources on exciting new packaging or products they themselves created? 

Does Target really think its customer base gets all their information from the 6pm news or the Sunday circulars?  There is a tremendous disconnect between Target's design and product development (which is very progressive and forward thinking) and its media/PR strategy - am I the only one that sees this? 

Come on guys your largest growing customer base of "guests" is the 35 and under age group - who get the majority of their information from non-traditional sources like the internet.  Your "guests," like your designs and product development are "with it" they shop at Target because the store provides cool unique well designed products are discount prices. 

Newsflash:  Target "guests" are some of the most frequent visitors to the Sustainable is Good sites.  Target products and new developments are the two things I am most frequently asked about by people. Your PR strategy is completely missing the boat - and its very frustrating.  Sites like Sustainable is Good are actually trying to help you but you won't talk. 

The release from Target reads as follows:

Target debuts its latest design innovation, the new Archer Farms® cereal canister packaging, which merges design, function, value and convenience all together for a refreshing approach to breakfast. A first for the breakfast cereal category, the new reclosable spout and lid design provides a facelift to traditional bag-in-box packaging.

Available exclusively at Target and SuperTarget, the affordably priced Archer Farms cereal canister features a reclosable easy-flow spout and snap-shut lid that allow for simple pouring and snacking. This innovative packaging ensures that cereal stays fresher longer, while eliminating stale or unused cereal. Oblong shaped and partially constructed from recycled paperboard, the cereal canister offers a slim design—10 inches tall by two and one and a half inches deep—that requires minimal kitchen cabinet space.

"At Target, we strive to bring great design to our guests, and the food category is no exception," says Greg Duppler, senior vice president, merchandising, Target. "With the new Archer Farms cereal canister, we offer an innovative, yet convenient, design that reinvents the way our guests experience breakfast."

The Archer Farms cereal canisters are available in 18 flavor combinations such as Triple Berry Clusters, Vanilla Spice Squares, Banana Walnut Bliss, Pecan Sticky Bun and Blueberry Flax, ranging in price from $3.49 - $3.99. Several flavor combinations contain organic and all natural products to offer delicious, yet better-for-you food options. The new Archer Farms cereal canisters will be available in April.

Created with the finest ingredients, Archer Farms is a premium and innovative food brand, providing guests with everything from elegant hors d’oeurves and gourmet spreads, to European-style baked goods and meals on-the-go. Delivering on its “Everyday Incredible” promise, Archer Farms combines the highest quality foods with affordable prices.

Target Archer Farms New Cereal Packaging

Kaplow, a PR Firm Handling the Archer Farms Brand for Target Refuses comment on the exciting new packaging

UPDATE:  4/15/08 - the packaging contains what appears to be an inner foil type liner - its unclear whether this impacts its ability to be recycled or what the material is.  We are hoping to get clarification on the design and materials from either the company producing the packaging or Target.  At this point very little is known about the packaging.

Minneapolis-based Target has introduced revolutionary new packaging for its Archer Farms natural and organic cereals, but won't talk about it.  The new packaging drastically changes the concept of a box of cereal.

Archer Farms cereals are now sold in rounded "streamlined" cereal boxes without the need for an inner plastic bag holding the cereal.  The new packaging also features an easy-flow spout and snap shut reclosable lid to maintain freshness.

The new packaging is made from 55% recycled material with 50% post-consumer content. 

Sustainable is Good attempted to get information on Target's new eco-friendly packaging and was surprised to find the company refused comment and would not provide any information regarding the new innovative design. 

A representative from New York based Kaplow, a PR firm that handles Target's Archer Farms brand told Sustainable is Good by email, "Target does not work with trade publications, so I will not be able to provide you with the information you requested."

Target's response through Kaplow is quite surprising since Sustainable is Good is not in any way a trade publication.

Sustainable is Good provides information to a wide audience of people interested in more eco-friendly innovation and design.

However their response isn't entirely surprising since the retailer considers "bloggers" irrelevant as the New York Times reported in January. 

Why Target or Kaplow will not discuss the exciting new packaging they have created is unclear. 

A bit of free PR advice: Target and Kaplow its time to enter the current decade and recognize the "traditional" forms of media aren't the only ones out there.

Furthermore many consumers are interested in things like this, which is one of the main reasons we run this site and its generally a good idea to talk to your customers. 

The overwhelming majority of eco-conscious shoppers spend significant time online on sites like Sustainable is Good and others researching products and making buying decisions.

Besides the new packaging is just plain cool - people are interested in it, so why not talk about it?  Obviously the Archer Farms brand is doing some really innovative design - whats the point if you won't talk to consumers about it?

Hopefully in the near future we'll be able to provide some insight into the design and concept of this new packaging.

Method Omop Starter Kit Bamboo Packaging

San Francisco-based Method has revamped the packaging for its popular Omop floor sweeper starter kit and Omop microfiber accessory pads.  The new packaging is a significant departure from current industry standards and a real attention grabber sitting on store shelves. 

Made specifically for Method from a combination of paper and bamboo the new brown packaging has an attractive unfinished quality to it - totally unique next to other products packaged in clear clamshells with bright labeling. 

The packaging has a minimal quality to it that alone provides it a creative advantage - you want to look at the packaging, touch it and find out what is in it.

The packaging is both compostable and recyclable (mixed paper) and its creation has an interesting story behind it.

The idea for the new design came out of a "Design Safari" a regular creative departure held internally among Method staff.  At the safaris staff members share examples of packaging or creative design they like and discuss it with their colleagues.

The new Omop starter kit packaging is compartmentalized.  Everything has its own place in a logical easy to open format (unlike many clamshells). 

Method's Katie Molinari told Sustainable is Good the internal layout of the packaging is a little like the experience of opening an Ipod box.  She is exactly right. 

Open the lid of the paper/bamboo packaging on the starter kit to find a bottle of the Omop cleaning solution and a microfiber pad nicely laid out in front of you.  Dig a little deeper to uncover the Omop unit itself.  So simple its actually rather elegant.

The Omop starter kit and microfiber accessory packaging are both made from the new paper/bamboo packaging  designed in-house by Method's design team.

The new packaging replaces the clamshell style packaging the product used before and began appearing in stores across the country last month.  Molinari said the Omop itself is basically the same as the earlier version with a few minor enhancements to its durability and functionality. 

Consumers will ultimately judge the effectiveness of the new paper/bamboo packaging but from a creative and design perspective its bold and ambitious - fitting well with Method's goals of continuing to green their packaging.

The packaging won the Institute of Packaging Professionals’ (IoPP) AmeriStar award. 

The newly designed packaging is available for both versions of the Omop and microfiber pads.

Clorox Anywhere Packaging Design

Following up on our story from September on Clorox Anywhere Hard Surface cleaner we had the chance to learn about the design of the bottle. 

The industrial design behind Clorox Anywhere hard surface cleaner is unique.  Buenos Aires-based Tridimage did the ID working from Clorox's desire for a bottle design that conveyed comfort of use and aesthetics. 

Clorox's Vicki Friedman said the company wanted an ergonomically designed bottle, created to be comfortable for the consumer to use. 

After Tridimage did their part Clorox Creative Services handled the graphic design in-house.  The packaging design went through several different mock ups before the final design was agreed upon.  The final design features the custom bottle in white with matching crisp white and blue graphics as we reported earlier.

Thanks to Tridimage for sharing their design image.

USPS Cradle to Cradle The Greening of America's Postal Supply Chain

An important story was overlooked when the US Postal Service (USPS) announced in June it had achieved Cradle to Cradle (C2C) certification at the Silver level for much of its Priority and Express mail packaging (including their Tyvek envelopes).  Most publications (Treehugger, Green Options, LA Times and others) reported the story without offering much beyond the basics of the certification and the USPS press release.  The real story centers around the tremendous complexities faced by all parties involved in achieving a credible environmental certification.

With increasing consumer interest in sustainable products and packaging, companies and suppliers are eager to do anything to offer products or services that cater to this segment of the market.  The demand for such products and services and lack of any universal standards or guidelines inevitably leads to unverifiable claims from manufacturers, and even greenwashing.  This fosters the need for standards and certification processes to allow people to independently assess a product or service.  Obtaining a certification such as C2C can also become a core component in a company’s green marketing strategy.  The success of the Forest Stewardship Council (FSC) certification program for paper and wood products is a perfect example of this marketing tool in action.