Package Design You'll Have to See, or Not See, to Believe!
When I set up my profile on brainwoo.com, one of the questions that we had to answer was, "What is the most interesting thing that I have learned lately?"
Day to day we learn a lot of things; some we remember and some we don't. One thing that stuck with me in late 2009 was hearing that Frito Lay's Sun Chips brand was on the forefront of introducing a fully compostable bag. It seems that nowadays many companies try to proclaim some type of "green" message, but what companies really follow through with their initiatives? Frito Lay's Sun Chips has made it their quest to prove that they are truly following through with their claims about being green. They developed and designed a product that has a 360-degree life cycle.
Below is paragraph from Sun Chips' Web site, explaining why the company decided to make a better bag, and the differences between degradable, biodegradable and compostable materials.
"We dream of a world with less waste. That's why we've introduced a bag made from plants so it's fully compostable. Every 10 ½ oz. SunChips® package is designed to fully break down in just 14 weeks when placed in a hot, active compost bin or pile. If it takes a little longer, don't worry about it. Mother nature will get to it soon enough."
- Degradable - Made from oil, but it breaks down into small particles.
- Biodegradable - Breaks down via natural processes, but there are no specifics on toxins.
- Compostable - Breaks down via natural processes and certifying organizations exist to verify claims.
What intrigues me the most about this concept is how designers across several divisions concepted completely outside their comfort zones. They have pushed themselves to be better, think better and most importantly...design better. They have designed a product that originates from the Earth, goes through the manufacturing process, and returns to the Earth naturally. It's truly something to be appreciated.
Check out the time lapse commercial that I have posted for a unique look at packaging design from beginning to end.
When it comes to brand identity -- standing for something -- I think proclaiming "green" is a slippery slope. There are so many extreme organizations that are ready to pounce on the smallest flaw in a green claim. Companies need to follow the Frito-Lay example and make sure their green claim is solid and that it is relevant to their business. They sell snack food, which means they sell a lot of bags, so this is a perfect product improvement that can support a green claim.
Green is good. Green that is meaningful is better. Meaningful green that fits your business is best.
Good observation Brian. This had to be a total brand team project, from science to packaging to brand marketing.
