At a recent conference at LuxePack, the premier trade for creative packaging, the idea was discussed that it’s time to correct the imbalance that has come about from an over-saturation of throwaway products and packaging. We need to start creating packaging that is truly functional and beautiful.
We need to take an inventor’s approach and devise futuristic concepts. I agree, particularly if you apply this to sustainability. COLOURFORM, James Cropper’s newest enterprise, partnered with futurologist Dr Ian Pearson, who predicted that packaging with a ‘second life’ will be a matter of course in less than a decade.
Picture packaging for a popular whisky brand: aged, crafted and perfected over decades, only to be quickly discarded as soon as the bottle is empty. What if we could design and create packaging – whether primary or secondary – that was aesthetically worth keeping and could serve another purpose? Visualise whisky packaged in its own small oak barrel, reused as a bowl for appetisers or a home for kitchen utensils, or in recycled glass to become a vase, water pitcher, or a decorative keepsake box. There’s beauty and logic behind each idea.