Waitrose Earth
MINIMISING WASTE WHILST INCREASING PRODUCT IMPACT
Experimental packaging design and visual identification system to create 100% recyclable containers for fresh fruit and vegetables.
Conceptual project created for RSA in collaboration with Waitrose.
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5 million tonnes of plastic is produced every year in the United Kingdom.
With 56% is used for packaging purposes, the majority of which for fresh fruit and veg containers.
How can we look to evolve the way we package to keep produce safe, fresh and attractive whilst minimising environmental impact?
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Feedback suggests customers want to be more environmentally responsible, but sometimes lack simple, easy and unambiguous ways to do so.
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The new packaging uses recyclable materials such as cardboard for the main structure. When necessary for customer satisfaction, clear windows made from corn starch are used.
The ‘earth’ emblem creates a straightforward and engaging visual language that successfully communicates to the end user on how to dispose of the packaging correctly.
The real challenge is how to transport the best quality tasting produce, plus maintain value, whilst having as minimal effect on the environment as possible.
Image documenting the extensive material testing process
In-depth industry research to understand production processes, transportation and retailer criteria’s
