How can design reflect sustainability?

COSSMA: In line with the trend to natural cosmetics, sustainability is a big issue. How can designs reflect the idea of sustainability?

Andreas Schabert, Managing Partner, Brandpack: Previously designs transporting sustainability very often used natural colour codes such as brown or green and simple or organic forms. 
Nowadays we understand that a design’s assignment is to visualise the core of the brand. This could mean a very clean and sleek approach or a colourful and emotional one. As long as sustainability is a true part of the brand’s core, it is communicated throughout the whole brand identity. We as an agency consider the packaging material as part of our designs and therefore it is always important to include the material as part of the concept as well. By doing this, we can also play with the “nature” colour of the material.

What do you find to be  very interesting examples in the field of sustainable packaging in personal care and what makes them special?

We see in the market some packagings with new materials, others with recycled plastic and reusable packaging concepts. 

In the field of new materials, we are working on some interesting concepts at the moment. One idea is all about the combination of a paperpulp construction and cardboard material.

In the fields of recycled plastics, the company Werner & Mertz is currently using bottles made of 100% recycled PET Plastic for their cleaning and cosmetic products. This recycled plastic is sourced out of the green dot system.

For us as designers, Loop is very interesting as it is a reuse and waste-free concept. They develop new reusable packagings together with major brand owners and also take the transport and delivery concepts into consideration.

What are the big challenges in the field of sustainability, luxury and cosmetics?

The overall value impression is one of the most important topics. With all the new materials, new haptical and visual experiences, we are now at the point of having the unique chance of establishing a new look of luxury in the cosmetic area.

For what materials do you see most potential and why?

The main potential we see currently is for mono materials and materials that can be recycled. No matter if it is cardboard or plastic. “The cycle of nature is a beautiful phenomenon”. In the end, the best case is to use materials that are fully recyclable and/or reusable.