Sustainable/Recyclable Resources and Materials for Packaging

Recycled Paper

In regard to paper packaging, recycled paper is the greenest option. It uses less energy, water, and produces lower carbon emissions than the manufacturing of non-recycled paper and at the same time reduces the amount of waste to landfill – as paper can be recycled 4 to 5 times. With advances in technology and processes, recycled paper can now be as white and has the same print performance as non recycled paper.

• Burying waste paper as landfill releases methane gas, which is 23 times higher and more harmful to the environment than CO2.
• On average, the production of virgin fibre paper, followed by incineration uses twice as much energy than it takes to produce recycled paper.
• Recycling reduces CO2 emissions by 20% in comparison with incinerating the paper.
• Paper fibres can be recycled 4 to 5 times.
• The process of creating recycled paper uses 31% less energy* than the creation of virgin fibre paper.
• Producing a tonne of recycled paper takes 35,000 fewer litres of water* than producing one tonne of virgin fibre paper.
• It takes around 1.2 tonnes of recycled fibres to produce 1 tonne of recycled paper, but it would take 2.5 tonnes of wood to make 1 tonne of virgin fibre paper.

Cardboard

Recycling cardboard, similarly to paper, is about saving water and energy. Cardboard is one of the easiest and most environmentally effective materials to recycle since the fibre in cardboard has already been processed. By recycling one kilogram of paper and cardboard, production of greenhouse gases can be reduced by up to one kilogram.


Natural Kraft Paper

Kraft paper is a 100% biodegradable natural product as just like the leaves from the trees, kraft paper decomposes naturally within a few weeks, returning to its initial form of cellulose fibres, which can be fully assimilated back into its original natural environment, with no adverse impact on nature or human health. The pulp is made from long virgin fibres of maritime pine and is not bleached, to ensure minimum chemical processing and to retain the wood's natural colour.

Long, virgin, unbleached fibres have another major benefit, being that they give the paper a high level of mechanical strength, allowing for the design of reusable packaging using lower grammages of paper while maintaining the same strength. Stronger paper allows manufacturers to design reusable packaging and/or to reduce the weight of packaging at source, also saving energy in the process.

Natural kraft paper is also a highly recyclable single-material product. Its long fibres can be recycled several times, making it ideal for the end-of-life management of packaging. It can also be incinerated to produce energy.

Cotton

Cotton can be recycled from both pre-consumer and post-consumer cotton waste. Pre-consumer waste comes from any excess material produced during the production of yarn, fabrics and textile products, e.g. selvage from weaving and fabric from factory cutting rooms whereas post-consumer waste comes from discarded textile products, e.g. used apparel and home textiles. The recycling process involves the cotton waste first being sorted by type and color and then processed through stripping machines that break the yarns and fabric into smaller pieces before pulling them apart into fiber. The mix is carded several times in order to clean and mix the fibers before they are spun into new yarns.

Cotton is an extremely resource-intense crop in terms of water, pesticides and insecticides, however using recycled cotton can lead to significant savings of natural resources and reduce pollution from agriculture. Recycling one tonne of cotton can save 765 cubic metres of water.

Recycled cotton is often combined with recycled plastic bottles to make clothing and textiles, creating very sustainable, earth-conscious products. Even though recycling cotton cuts down on the harsh process of creating brand new cotton products.

Cotton paper

Cotton paper, sometimes referred to as rag paper, is made using cotton linters or cotton from used cloth (rags) as the primary material. Cotton paper is superior in both strength and durability to wood pulp-based paper, which often contains higher concentrations of acids. Cotton paper also also absorbs ink and/or toner better. 100% cotton papers can also be recycled as it is a natural fibre and is biodegradable, with any fibres that cannot be recycled can be composted.

Study Task 07: Idea Generation

Initial ideas for the practical visual investigation are thumbnailed below, followed by 3 selected and refined ideas to be taken to critique. The ideas are ultimately all concerned with the creation or representation of luxury packaging devices and strategies and their attempts to capture the appeal of high-end consumers.

Idea 01

Luxury packaging by its very nature is twinned with the idea of excess materials. The impact of such an overabundance of packaging on the environment is clear, however it is this excess that differentiates luxury from the ordinary. Idea 01 proposes the re-creation of retail packaging (bags, boxes, wrap etc.) used by luxury fashion houses such as Louis Vuitton, Gucci, Chanel, Dior etc. using sustainable, recyclable materials to analyse the impact these have on brand perception from high-end consumers while exploring the debate between sustainability and luxury. Exploration of only  environmentally friendly and sustainable materials, such as recycled papers/cardstock, textiles and eco-friendly finishes instead of un-recyclable substrates, satin/cotton mix handles, and lamination/gloss finishing. Can the sector cues of environmentalism be appropriated by the luxury sector?

Idea 02

Upon receival of luxury goods, consumers of high-end products can expect to be faced with multiple layers of packaging - most typically boxes within boxes within bags. This overabundance of packaging can be represented by Russian Matryoshka Dolls, repeatedly placed inside one another just as a luxury product is within any of its numerous packaging solutions. Idea 02 proposes a Russian doll style showcase of luxury packaging materials and finishes through this metaphorical strategy. Featuring embossed stocks, foiling, embossing, lamination and glossing in this format would capture all that luxury packaging seeks to provide to high-end consumers, whilst also signifying the enhanced sales appeal and greater consumer appraisal evoked as a result of heightened suspense of receival and/or ownership provided by such packaging.

Idea 03

The luxury sector by all accounts does not hold sustainabilty of packaging high within its list of priorities, most probably because the materials and aesthetics associated with the enironmental sector of design do not create appeal to the high-end consumer who revels in the lustre and grandeur of luxury packaging. That being said, it is the fine details, accents, personal touches and finishes that truly encapsulate the niches of luxury brands and the packaging through which they deliver products. Idea 03 proposes application of these accents, personal touches and finishes to packaging made with sustainable, eco-friendly materials to explore the power these hold in creating appeal to the high-end consumer at point of purchase. Use of only environmentally friendly and sustainable materials, such as recycled papers/cardstock, textiles and eco-friendly finishes are to be used in production of this packaging.

Gucci: Making Green the New Normal

At the beginning of June 2010, Italian luxury brand of fashion and leather goods Gucci announced that all of their luxury packaging had been newly designed with FSC Certified paper and is now 100% recyclable.

According to the press release, the then newly designed luxury packaging has undergone a major transformation. The bags, boxes, and tissue paper no longer have plastic laminate surfaces, a commonality in luxury packaging, ribbon and garment bags have been switched from polyester to cotton and the bags provide transparency, reading 'This shopping bag is FSC certified and made of 100% recyclable material.'

The packaging solutions introduced by Gucci feature gold foiling and embossing, creating a high-end finish that allows for the bags and boxes to maintain their luxury cachet and symbolic signs of luxury despite being completely sustainable. In addition to this, Gucci vow Gift boxes will only be given out when requested and shoes will packed in one flannel instead of two.

In an interview with WWD (Women's Wear Daily), PPR (which owns Gucci Group) chairman and chief executive officer François-Henri Pinault made comment on consumers unpreparedness to pay extra for sustainable development:

'If we wait for customers to make sustainable development a condition for purchasing, then nothing will happen. It's as if green products were somehow not normal. They are normal, it is the other products that are not normal. It's up to us to work out how to make green products the new normal.'

Design Solutions for Sustainable Retail Packaging

For many years now, ‘recycle, reuse, reduce’ has seemingly been at the centre of the endeavour for sustainable development. This mantra attempts to encourage consumers to try and recycle the component parts of a product after it has reached the end of its life, reduce the amount of materials used and extend the products life by reusing the same. In order for a solution to be identified in making retail packaging more sustainable, designers of packaging products must rethink their approach and should always be on the lookout for alternative, more sustainable materials. 

Considerations by package designers looking to make sustainable products should include:


Maximising Energy & Water Efficiency

In order to reduce the amount of energy and water utilised during the manufacturing process without making it costly or compromising the performance of the end product, designers may consider changing the production process or the materials used in production. 


Minimising Materials

One of the simplest ways of establishing a more sustainable practice is to reduce materials. Reducing the amount of materials used in the production process can be achieved by making optimal use of a combination of tertiary, secondary and/or primary materials. Where possible, the total amount of packaging used with a product should be reduced, however should not be taken away altogether with perhaps a greater focus on the functional role of packaging - being to ensure goods are protected from spoilage and damage. The World Packaging Organisation says that not using packaging would result with more waste from damaged goods than any items which could be saved through avoiding the use of packaging. The goal, according to the organisation, should be the ‘right strength’ and ‘right size’ packaging rather than none at all.


Use of Recycled Materials 

The packaging industry’s footprint can be reduced via use of a greater volume of recycled materials that can be designed into the manufacture of packaging - this being due to recycled materials producing less greenhouse emissions because they use less energy than virgin materials.


Use of Renewable Materials 

Designers should strive to maximise the use of renewable sources and materials such as bio polymers, card and paper in the manufacture of retail packaging products. Reducing energy use can only be achieved by finding ways to use renewable materials, this making for a major contribution towards a more sustainable industry and saving precious natural resources.


Materials from Reasonable Suppliers

Where possible, materials should be sourced from companies who have a commitment to environmental sustainability. Documented environment management systems should be used as sources for purchasing packaging materials, aided by certification schemes that make the task easier for businesses looking for the right supplier.


Design for Reuse

Where appropriate, packaging designed to be reused can make significant saving’s in raw material and energy usage, however, complete reuse of a packaging product is extremely rare in today’s market - meaning recovery for recycling provides much more promising chances for sustainable packaging designers.


Designing for Recovery

Companies that make use of recyclable materials when designing their packaging and offer consumers with appropriate recycling information are leaders in making a positive contribution towards the maximisation of recycling and recovery rates. Despite this, there are a number of common packaging items like crisp bags, toothpaste tubes and take-away pizza boxes that cannot be recycled as they are difficult to reuse come the end of first usage. 

Luxury Finishing: Foiling, Embossing & More

Foiling

Foiling or foil stamping is the typically commercial printing process by which a metallic finish is applied to a solid surface via the application of a heated dye onto foil making it permanently adhere to the surface below leaving the design of the dye. Foiling immediately supplies a luxury connotation to packaging due to the semiotic field surrounding precious metals and high-end products. The aesthetic of delicacy, fine decoration and expense created via foiled matter provides a distinctive high-end finish amplifying desirability to high-class consumers who aspire to luxury goods ownership and the upwards comparison that follows.

Environment

The use of hot stamping foils on packaging and the environmental concerns that come along with this finishing methodology are uncertain to many. That being said, industry leaders Foilco note on their website that foil stamping is eco-friendly and that designers should have no concerns about any negative long-term effects that their designs will have on the environment. The information they provide details the following:

• Foil stamping is a totally dry, solvent free process.

• Paper & board that has been foil stamped can be recycled.

• Two independent studies have been conducted to determine the biodegradability and the recyclability of foil stamped paper.

• Foil has no visible effects in slowing down the rate of biodegradation of the paper & board.

• Foil also does not affect the repulpability of the paper substrate. 

• A study carried out by FSEA/PIRA has found that the foil, like ink, can be successfully removed by the flotation de-inking process with no particles remaining once the paper was re-pulped.

Paper Embossing

Embossing and debossing are the processes by which either raised or recessed relief images and designs are created on paper and other materials. An embossed pattern is raised against the background, while a debossed pattern is sunken into the surface of the material, though this may protrude somewhat on the reverse, back side. Embossing without ink, so that the image is raised but not coloured, is called 'blind embossing.' Embossing used in conjunction with ink, so that the raised area is coloured, is called 'color register embossing.' Embossing used in conjunction with foil stamping is called 'combination stamping.' Embossing is most typically used to create a distinctive effect. In order to achieve the best possible effect, there are three factors that need to be controlled during the embossing process - these being:

1. Pressure: the intensity of the impact on the weight of the stock being embossed.

2. Heat: the ability to maintain a consistent heat level for the best impression.

3. Die depth: the client's artwork or the engraver's efforts will initially determine the die depth, however, if by looking at the artwork it appears that an adjustment of the die depth may be necessary, the die may need to be retooled to achieve a greater depth. Most types of paper can be embossed, and size is not normally a consideration. 


Environment
When it comes to finishing, blind-embossing is undoubtedly one of the most eco-friendly and sustainable as the process uses no harmful inks. This method does not include the use of ink or foil to highlight the embossed area, relying on only the change in the dimensional appearance of the material.

Ribbon

A ribbon is a thin band of material, typically cloth, used primarily as decorative binding and tying. Cloth ribbons are made of natural materials such as silk, velvet, cotton, and jute however can be made of synthetic materials, such as polyester, nylon, and polyproylene. Ribbon is used for numerous ornamental and symbolic purposes, including packaging. Ribbon is commonly used in conjunction with luxury packaging as a means of additional finishing. The addition of materials such as ribbon prompt the consumer into personal engagement and interaction, which in turn enhances expectation through amplified suspense when opening a product. By carefully selecting materials and finishes that evoke and encourage tactile exploration, and create a memorable experience, brands are able to establish exclusivity through successful differentiation from others within the same cultural framework.

Environment 

Of all the materials used in the production of ribbon, Cotton is the most sustainable. Cotton is the largest natural fiber supplying the global demand for textile products, with the main alternatives to cotton being non-renewable chemical fibers. Cotton is sustainable, renewable, and biodegradable, making it an excellent choice as an environmentally-friendly fiber throughout its entire product life cycle. Additionally, Cotton is very drought and heat-tolerant, meaning it does not require excessive amounts of water to produce. In regard to luxury packaging, many fashion houses have opted for cotton bag-handles in their first steps to becoming more environmentally considerate.

Tissue Paper

Tissue paper is a lightweight paper which can be made from recycled paper pulp. In the packaging industry, this paper is used for wrapping/packing various items or cushioning fragile items. In luxury packaging it is typically printed with the manufacturers brand name or, logo to enhance the look and aesthetic appeal of the product. It is a type of thin, translucent paper generally in the range of grammages between 17 and 40 GSM, that can be rough or, shining, hard or soft, depending upon the nature of use. The addition of tissue paper provides the consumer with further personal engagement and interaction, enhancing expectation through amplified suspense when opening a product wrapped and contained multiple times within the same package.

Environment 

Tissue paper is most typically made out of recycled paper pulp and therefore the fibers are already shortened to the point where it cannot be recycled again, however, tissue paper can be composted so long as it is free of any metal or plastic substrates, such as foil or plastic ribbon that is not biodegradable. Where possible, acid-free papers with high recycled content that are SFI certified are best.