Lloyd Revald Studio
Otte Ruds Gade 41, 1. sal
8200 Aarhus N
Danmark
31 16 64 52
lloydrevald@me.com
CVR: 35225099
Aware - reducing Co2 through a circular packaging loop for real world scenario
Data
Year: 2021
Allocated time: 8 weeks
Assignment: Responsible consumption and production
Designers: Carlo Spini, Aymeric Delécaut and Lloyd Revald
Why and solution
This project has its roots in investigating the lack of transparency in products as well as services. In general it is har for people to choose the “right” for the Planet instead of the cheap. From our research we see that people don’t really have an idea of how much 1kg of Co2 is and how to cope with it. We want to inform people and implement the solution in a circular loop for it to have a bigger impact.
In the process we introduce three product: rice, avocado and a toothbrush to concretely investigate rather impactful foods and objects.
Focus: Packaging, consumption, behavior change, circularity and system development. Awareness about Co2 emission and the connection between the product and the consumer. A way to help people make more sustainable choices.
Problem today
People have no clear guidelines on wether a particular product is actually sustainable or not. There is a clear lack of transparency and coherence. Our aim in this project is to innovate this particular problem that millions of people experience almost daily.
Inspiration from transparency
Several companies are leading the way in terms of transparency in the industry. We have researched and investigated several sources among others.
Images: Sourcemap + Fashion Revolution + COOP App + CO2Food App
Inventory study and survey
Doing an inventory study doing the proces we explored the visual mess it is to shop in a grocery store like Føtex. We noticed the many color schemes and over-use of impressions to get attention. However we also found Levevis, a brand made by Føtex, where we felt a connection to their relative calm and clear communication message.
To understand more about the problem we made a survey to that focus around consumption and returning packaging.The data is from our own survey using the platform: Questionsscout with 29 participants and an avg. age of 32 from countries such as IT, DK, BE and France.
40% say that they are interested to bring back their packaging
53% say it depends when asked to return the packaging
94% is likely to be intersted in this idea of bringing back the packaging
These fundamental information made a positive study case for us to further investigate.
Pillars of the project
For us it was clear that we needed three essential parts to succeed.
This includes sharing the work load on three separate but connected topics.
- Communication
- System
- Packaging
Closed loop system
The foundation of the project is a circular system. It is crucial to stay within the earths boundaries to become more sustainable in our impact.
Working within the planetary boundaries as a framework. This philosophy is based upon Ellen McArthurs butterfly diagram aswell as well as the Doughnut Model by Kate Raworth.
Recycling system as we would like it to be based on a heavy LCA report calculating every single component of the life cycle.
Choosing Aluminium as a reliable and recyclable ressource
For us it was important to choose right - and not create another problem and doing the process we had to make a choice of which material to choose. We chose recycled aluminium as it is almost endlessly recyclable, if handed correctly, compared to materials such as plastic, paper/carton and better weight and strength ratio compared to glass and steel.
Here are 5 reasons why we choose aluminium:
- Endlessly recyclable compared to plastic
- 75 percent of all aluminium ever produced is still in use
- Recycled aluminium only takes 5% of the original energy to recycle
- Aluminium bottles are slimmer and one-tenth lighter than glass
- With extruded aluminium you can make complex shapes in an relative inexpensive way
Source: Climate benefits of material recycling by Norden, page_10
Returning packaging can reduce the impact of Co2
As seen below we imagine our solution to not only guide the consumer to more sustainable consumption patterns but also have a positive effect on customer-loyalty by using the aware bag to transport home but also store and bring back to Føtex when used.
Communication
The logo of the project presented with the eye as a symbol of awareness.
The palettes and patterns that is usable in the packaging.
Co2 measurements and the three levels of quickly respond to certain foods, greens and sweets.
Final packaging with a 3D printed packaging prototype design several label setups.
Web style and setup at the webpage.
App demonstration for IOS
For us it was important to have a fluent experience from physical to digital. Thats why we have created an app that reflect what we would like to make transparency easy for the consumer.
Product redesign and prototyping
To be able to redesign the three objects we had to look into the user needs, the production limitations and the multiple scenarios that the product would engage in. Our chosen products have a great impact on todays Co2 - for instance the toothbrush: In a life time, a person uses around 300 toothbrushes. Most of them are discarded and unfortunately, the cheap material and unsustainable non-thought through product is never being recycled.
Aluminium COC-ASI recycled aluminium for packaging which is easy to rinse and clean at the cleaning facility. The packaging included FSC certified paper.
The toothbrush has both a travel contrainer, as well as changeable head setup made out of recycled materials and castor bio based oil.
The avocado has not received a new packaging in aluminium however we have used laser integrated information into the surface.
Renderings and final output
Packaging suggestions in aluminium
Suggestion of redesign of the toothbrush
Connecting the dots
With the aware app and web platform we connect the information between the user and the product, ultimately creating more transparency and awareness in the world
Outcome
The aware project aims to question the decision-making moment during the buying process in supermarkets. We have designed a clear communication strategy that provide useful CO2-based information to guide consumers habits to a more sustainable behavior. Using packaging as our medium, we have created a circular material-loop to drastically reduce the packaging materials normally used for everyday products. Essentially tapping into a world-wide problem.
Our solution will not only guide the consumer to more sustainable consumption patterns but also have a positive effect on customer-loyalty: effectively reducing the CO2 impact on the Planet.
This is completed with comprehensive system-thinking and creating new standards for labels and products we made a scenario that challenge the current packaging systems. Finally inspire a more transprent future with a clean, transparent system - we have created scenarios on how we imagine it to be adobted & use packaging as a useful part
Next step would be
- Get more user insights
- Talk to Føtex about a trial setup
- Implantation into all Føtex
- Scalable solutions in collaboration with EU
Sources
BORUNDA, ALEJANDRA. (2019, 14. 06). How your toothbrush became a part of the plastic crisis: ENVIRONMENTTHE STORY OF PLASTIC. National Geographic. https://www.nationalge- ographic.com/environment/2019/06/story-of-plastic-toothbrushes/
Coop, (2021), Ansvarlighed.coop.dk, 17.01.21, https://ansvarlighed.coop.dk/hjertesager/kli- ma/foelg-dit-klimaaftryk-i-coop-app-en/
CO2Food, (2021), Kom i gang, 17.01.21, https://co2food.dk
Føtex, (2021), Føtex.dk Levevis, 01.15.21, https://www.foetex.dk/brands/levevis/pl/levevis/
Fashion Revolution, About us (2021), About us, Found 01.15.2020, https://www.fashionrevo- lution.org/about-us
Ottman, Jacquelyn, Greenmarketing.com (2021) How to choose the right eco label, 01.15.2021, http://www.greenmarketing.com/blog/comments/how-to-choose-the-right- eco-label-for-your-brand/
Open Source, Opensource, 01.15.21, (2021), https://open.sourcemap.com/