Balancing tradeoffs in pursuit of reduction

More and more, we’ve seen brands in hot pursuit of lightweighting or downgauging their primary and secondary packaging. Along with increased use of recyclable material, this has been the low-hanging fruit of the sustainability movement in this industry.

It’s true. Lightweighting is one of direction of travel. We wouldn’t say it’s the ultimate answer, but an important short-term step towards mitigating a hugely complex problem. Agreed. But we must approach the tactic with a balanced view.

Let’s take an example that you’ll likely empathise with.

In the bottled water industry, for example, the gram weight of 0.5 litre single-serve bottles has been reduced as much as 30 percent. On paper it makes sense: use less energy, use less material, and improve transport efficiency.

In reality, we now have consumers who can barely hold their bottles without risk of over squeezing and getting drenched in the meantime.

We can only assume that the relevant teams were so wrapped up (excuse the packaging pun) in reductive design, that they forgot all other considerations – like protection throughout the distribution chain, and the basic ability for consumer to easily consume the product (arguably a very important one).

For the spirits and wine industry, this could equate to leaks, breaks or damage of the bottle and its embellishments, which effectively negates any effort because it wastes 100% of the resource used to produce its contents and packaging, and the fuel used to distribute it.

Of course, for those that make it to shelves, damaged products also erode brand trust.

And that’s the tangible things. What does lightweight really do to consumers perception of the quality of brand and the liquid you have spend years perfecting?

All in all – the message is clear. Lightweighting is absolutely a valuable approach in achieving sustainability goals. But we have to acknowledge there is a trade-off between appearance, usability, and sustainability.

The quest to reconcile aesthetics with sustainability is tough. That square, short-necked bourbon bottle, or that curvaceous tequila pack design all uses more material than is strictly necessary. But they are iconic.

Removing core assets that resonate with customers could remove a visual differentiator that pushes you back into the noise of the market. It’s like taking the tick away from Nike.

Finding the Perfect Fit therefore requires 3 key components.

1. A fundamental understanding of your brand DNA and cores assets
2. A combined capability of creative and technical design know-how
3. Expertise and commitment to continually innovating a choice of different materials

That way, you can maintain what makes your brand instantly recognisable and loved but cleverly evolve in a way that doesn’t become an overly reductive, squishy water bottle situation.