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  • Abhay Bhagwat

Designing for Less Plastic: A New Paradigm for Marketeers. Part 2

Updated: Sep 12, 2022

In this second of this two part blog series we focus on the 3D shape of the pack, the role that it plays in determining the attractiveness of the pack and the 3D shape choices facing today’s marketeers.




It is essential to achieve the right trade-off between the weight of the pack and its size impression and attractiveness.


It’s easy to think that making packs look larger and attractive requires the use of more material. Thus, better looking packs equals heavier packs.


Indeed, heavier packs = better quality was the conventional wisdom in the 20th century.


But this is changing as consumers become more aware of environmental impact, as well as economic, in recent times.


Today, more than ever, more can be done with less and both functionality and perceived quality can be maintained. .


Apart from meeting its functional requirements, packaging in FMCG also serves the vital function of perceived quality. We help with all aspects of packaging, designing for all important aspects and allowing the brand leaders to decide on the essentials of a brand’s design that need to be held onto while designing for less plastic.


Our work has allowed 20-50% reductions in plastic content for leading brands and we are proud to make a significant positive change to the “use and discard” type of packaging’s environmental impact, reducing so far over 100, 000 tonnes in plastic waste.


Conventional wisdom is no longer working if you’d like to see how we can help you achieve a win-win-win outcome for consumers, brand and planet, be in touch.



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