“communication of sustainability on pack; how to avoid a communication infarct ?” marcel verhaaf creative director

The packaging of the early 21st century is the most cluttered there ever has been.

ENSAIA Nancy (l’Ecole Nationale Supérieure d’Agronomie et des Industries Alimentaires) Five main lines for packaging innovation based on LH2 study Customer’s perception and expectations 1- recycling 2- readability (and clutter) 3- re-use 4- diminution of size and weight 5- preservation

Solution thesis for discussion Sustainable aspects of the packaging should not be communicated as claims but as a part of the Brand Identity Sustainable aspects should not be part of pack design at all, but communicated through other media Sustainable aspects of the packaging should be internationally standardised in an easy visual information system (e.g carbon footprint)

simply Stand Out