Over the past 25 years, sustainable packaging has evolved from a relatively minor consideration into an important part of brand strategy and packaging design. But what makes packaging truly sustainable? Based on 25 years of experience in packaging design for food and non-food, retail and foodservice, at Stepfive we have learned that sustainability is not about a single material, certification or green claim. Sustainable packaging design is about making the right choices for the product, the packaging and the entire supply chain. <\/p>\n
When Stepfive started in brand and packaging design 25 years ago, sustainable packaging was hardly a topic of discussion.<\/p>\n
When developing packaging, the main focus was on product protection, shelf life, cost, production and, of course, visibility on the shelf. Sustainability often meant little more than using less packaging material, thinner film or less ink. <\/p>\n
That changed.<\/p>\n
Over the past 25 years, we have seen the emergence of lighter packaging, mono-materials, more recyclable packaging, paper and cardboard as alternatives to plastic, biobased plastics and new materials made from renewable resources.<\/p>\n
Later, concepts such as circularity, CO\u2082 reduction, reusability, recyclability and design for recycling became increasingly important. Today, European packaging legislation, including the Packaging and Packaging Waste Regulation (PPWR), also plays a major role in the choices made by brand owners, manufacturers and retailers. <\/p>\n
The direction is clear: packaging must be designed more efficiently, become more recyclable, and further reduce its impact on the environment and the use of raw materials.<\/p>\n
But that has not necessarily made the question of what makes packaging truly sustainable any easier to answer.<\/p>\n
In our view, sustainable packaging does not start with the question of which material sounds the most sustainable. The first question is much more fundamental: <\/p>\n
After all, the primary function of packaging remains to protect the product. This is particularly essential for food packaging. Packaging that uses slightly more material but significantly extends shelf life and helps prevent food waste may ultimately be a better choice than packaging that appears more environmentally friendly at first glance. <\/p>\n
When it comes to sustainable packaging design, we therefore consider four key questions:<\/p>\n
There is therefore no single packaging material or packaging solution that is automatically the most sustainable choice for every product.<\/p>\n
A good example is the choice between paper, cardboard and plastic. Paper and cardboard are often perceived by consumers as sustainable materials. But that does not mean that paper is automatically the best choice for every application. <\/p>\n
For some products, plastic can be highly functional due to its low material weight and good barrier properties. It can provide protection against factors such as moisture and oxygen, thereby contributing to a longer shelf life and less food waste. <\/p>\n
For other products, packaging made from paper, cardboard or materials derived from residual streams can work extremely well. Mono-material packaging can also be an interesting option when it makes sorting and recycling easier. <\/p>\n
The best choice of packaging material therefore depends on factors such as product protection, shelf life, material use, weight, transport, production, end-of-life processing and the available recycling infrastructure.<\/p>\n
So the question is not \u201cpaper or plastic?\u201d, but rather:<\/p>\n
In addition to material selection, communication has become an increasingly important part of sustainable packaging design.<\/p>\n
Consumers want to know why packaging is more sustainable or what improvements a brand has made. At the same time, general claims such as \u201cgreen\u201d, \u201cenvironmentally friendly\u201d, \u201ccircular\u201d and \u201c100% recyclable\u201d are increasingly subject to scrutiny. <\/p>\n
Greenwashing is by no means always intentional. In our experience, it can also result from a lack of knowledge, commercial or retail pressure, or simply because developments, regulations and consumer expectations are changing rapidly. <\/p>\n
This is precisely where packaging design plays an important role.<\/p>\n
Good packaging design makes complex information easy to understand without making bigger promises than a brand can deliver. A clear explanation of what has actually been improved is often more credible than a bold sustainability claim. <\/p>\n
A great example from our own design history is Koek van Eigen Deeg, for which we collaborated with Marijntje van Benthum in 2017.<\/p>\n
Initially, during the design phase, we worked with different packaging designs and colour coding for the various product variants. We then developed a much more efficient solution: one universal base packaging. <\/p>\n
We differentiated the products using a smart, colour-coded sealing label. This label also provided space for product-specific information, such as nutritional values and ingredients. <\/p>\n
As a result, there was no need to produce and keep a completely separate printed packaging format in stock for each product variant.<\/p>\n
PaperWise was chosen for the packaging, a material made from agricultural waste streams, combined with an inner layer of cellulose.<\/p>\n
The project clearly demonstrates what sustainable packaging design can mean in our view: not simply focusing on the packaging material, but considering material, design, production, inventory, product variants and communication as one integrated whole.<\/p>\n
After 25 years and hundreds of packaging projects across food, retail and foodservice, five lessons continue to emerge time and again.<\/p>\n
There is rarely one perfect packaging solution. Material use, product protection, shelf life, transport, production and recycling must be carefully balanced as part of an integrated approach. <\/p>\n
What is an excellent sustainable packaging solution for one product may be a poor choice for another. The product, distribution chain, moment of use and waste stream all help determine which packaging solution is most suitable. <\/p>\n
A packaging designer does more than determine how packaging looks. Good packaging design can help use materials more efficiently, organise product variants more intelligently, reduce the number of packaging components, and clearly communicate information about use, waste separation and recycling. <\/p>\n
Sustainable packaging design is therefore not only a question of materials, but also a question of design.<\/strong><\/p>\n Explain what has actually been improved and why those choices were made. A specific, clear and verifiable sustainability message is more powerful than general green claims. <\/p>\n The best sustainable choices are not added to packaging as an afterthought. By considering materials, construction, product protection, production, logistics, recycling and communication from the very beginning of the packaging design process, solutions can be developed that are both more sustainable and practical to implement. <\/p>\n Sustainability is not an addition to packaging design. It is one of the fundamental principles of good packaging design. <\/strong><\/p>\n Today, artificial intelligence makes it possible to visualize packaging concepts at remarkable speed.<\/p>\n This significantly accelerates the creative process.<\/p>\n But AI doesn’t know the commercial objective.<\/p>\n AI doesn’t understand brand positioning.<\/p>\n AI doesn’t understand a retailer’s expectations.<\/p>\n AI has no understanding of tactile experience, how the packaging feels, how the material behaves, or how details like embossing enhance the brand experience.<\/p>\n And AI doesn’t know which packaging inspires the most trust within the first three seconds.<\/p>\n That’s why strategy remains a human discipline.<\/p>\n AI helps us design faster.<\/p>\n It doesn’t help us think better.<\/p>\n For brand owners, brand managers, category managers, manufacturers and retailers, sustainable packaging design will become even more relevant in the years ahead.<\/p>\n With the European Packaging and Packaging Waste Regulation (PPWR)<\/strong> the focus is shifting further towards packaging reduction, recyclability, reuse and more efficient use of raw materials.<\/p>\n This means that sustainability can increasingly no longer be treated as a separate element added at the end of a packaging project. Materials, construction, design, sustainability claims, recycling information and legal requirements need to come together earlier in the packaging development process. <\/p>\n This also presents an opportunity for brands. Packaging that is developed in a smarter and more future-focused way can not only contribute to sustainability goals, but also remain functional, distinctive and commercially strong. <\/p>\n Developments continue. European regulations are evolving, recycling technologies are improving, and new materials and packaging concepts are emerging. What we consider a good solution today may be overtaken by a better one in just a few years. <\/p>\n That is why we do not see sustainability as a checklist that you simply tick off once.<\/p>\n It is a continuous process in which designers, brand owners, manufacturers, packaging suppliers, retailers and recyclers all have a role to play.<\/p>\n In the coming period, as part of 25 years of Stepfive, we will share more examples of sustainable packaging projects: older cases that were ahead of their time, as well as recent projects in which new materials, regulations, retail developments and changing consumer expectations play an important role.<\/p>\n After 25 years of brand and packaging design, our most important conclusion is actually very simple:<\/p>\n Sustainable packaging does not start with a green claim. It starts with a well-informed, carefully considered choice. <\/strong><\/p>\n Stepfive \u2014 25 Years of Strategic Brand & Packaging Design | BNO<\/strong><\/p>\n <\/p>\n Sustainable packaging combines the most efficient use of materials possible with effective product protection, an appropriate lifespan and the best possible end-of-life processing. The most sustainable packaging solution varies depending on the product and supply chain. That is why we look not only at the packaging material, but also at production, transport, shelf life, food waste, reuse and recycling. <\/p>\n There is no single packaging material that is always the most sustainable. Paper, cardboard, plastic, glass, metal, mono-materials and materials made from renewable resources each have their own advantages and disadvantages. The best choice of packaging material depends on the product, the level of protection required, material weight, transport, production and recycling options. <\/p>\n Not automatically. Paper and cardboard often have a sustainable image, but in certain applications, plastic can provide excellent barrier properties and product protection using relatively little material. In food packaging, a longer shelf life can also help prevent food waste. The entire packaging application should therefore be assessed, rather than focusing solely on the material. <\/p>\n Sustainable packaging design is the process of developing packaging that takes factors such as material use, product protection, production, logistics, recyclability and communication into account from the very beginning. The aim is to create packaging that is functional and commercially strong while minimising its environmental impact wherever possible. <\/p>\n The European Packaging and Packaging Waste Regulation (PPWR) introduces new requirements for packaging and packaging waste. As a result, topics such as packaging reduction, recyclability, reuse and material use are becoming increasingly important in packaging development. For brand owners, manufacturers and retailers, this means that legal requirements need to be considered earlier in the packaging design and development process. <\/p>\n Use specific, verifiable and substantiated sustainability claims, and avoid general terms that suggest greater environmental benefits than can be demonstrated. Wherever possible, clearly explain what has actually been improved in the packaging. Effective sustainability communication is not about making packaging sound as green as possible, but about communicating as clearly and credibly as possible. <\/p>\n Yes. Making packaging more sustainable does not automatically mean that it needs to be completely redesigned. Improvements can sometimes be achieved by reducing material use, simplifying packaging components, switching to a more recyclable material combination, organising product variants more efficiently or improving recycling information. At the same time, it is important to maintain brand recognition, functionality and brand identity. <\/p>\n Ideally, as early as possible. Materials, construction, format, printing, product protection, legal information and brand communication all influence one another. By involving packaging design early in the sustainability process, technical, environmental and commercial considerations can be better aligned. <\/p>\n4. Credibility Matters More Than Bold Sustainability Claims<\/h3>\n
5. Sustainability Starts at the Beginning of the Design Process<\/h3>\n
AI is changing the process, not the strategy.<\/span><\/h1>\n
\n<\/div>\nSustainable Packaging Design and the PPWR<\/h1>\n
\n<\/div>\nSustainable Packaging Design Is Not an End Point<\/h1>\n
\n<\/div>\nFrequently Asked Questions About Sustainable Packaging Design<\/h2>\n
What makes packaging sustainable?<\/h3>\n
Which Packaging Material Is the Most Sustainable?<\/h3>\n
Is Paper More Sustainable Than Plastic?<\/h3>\n
What Is Sustainable Packaging Design?<\/h3>\n
How Does the PPWR Affect Packaging Design?<\/h3>\n
How Can You Avoid Greenwashing on Packaging?<\/h3>\n
Can Existing Packaging Be Made More Sustainable Without a Complete Redesign?<\/h3>\n
When Should You Involve a Packaging Design Agency in Making Packaging More Sustainable?<\/h3>\n