Green is not a colour

A guide to charismatic & sustainable brand-building.

It’s an experience!

“Everything we create is an experience.”

“All design is the process of evoking a meaning.”

- Nathan Shedroff

“The way we make change is notby using money or power to lever

a system, it’s by leading andconnecting people and ideas.”

- Seth Godin

- Simon Sinek

“People don’t buy what you do, they buy why you do it.”

Brands are designedexperiences that connect

people and ideas!

Sustainable design demands long-term strategic thinking to solve both current and future

problems in advance.

“Why does it matter?”The world is in a bad place.

Packaging is the art, science and technology of preparing

goods for transport and sale at the minimum overall cost.

prehistoric man

modern man

Leaves

Animal Skin GlassCellulose

Plastic

ClothPaperWood

Metal

How did packaging evolve?

Technical terminology:

1 Primary packaging

2 Secondary packaging

3 Tertiary packaging

Why do brands need packaging?

1 To protect the product

2 To ease the distribution process

3 To entice the consumer

The number 1 rule!

1 To protect the product

It is better to avoid the damaging effects of product loss.

2 To ease the distribution process

Unitise products with multiple parts

Ease the inventory management process

Streamline the checkout process

Facilitate product traceability

3 To entice the consumer

Meet the needs of your target segment

Design for all three visual zones

1st and 2nd Moment of Truth (MOT)

Your product and its packaging are inseparable!

Green is not an add on, it must be built into the product and brand experience.

The four R’s of sustainable design

1 Reduce

2 Recover

3 Reuse

4 Recycle

Raw Materials

Consumer

Printer

Converter

Filler/Packer

Distribution

Retail

Puma: Clever Little Bag

United Nations: Dream Ball Project

Provenance: This Is Now