Patagonia Sustainable Package Study

hillary husted

Art Director • Graphic Designer

Patagonia Provisions Creative/Research Sustainable Packaging Presentation Approach: Explore sustainable packaging solutions for current Provisions branded food and line extensions.

Brainstorm a broad range of packaging concepts culminating into a sustainable and creative resolution that reflects the established Patagonia Provisions Brand identity.

In the spirit of a “brainstorm” approach, all ideas that may spark a more viable/practical innovative solution from stakeholders are included, for the purpose of inspiring further collaboration of the creative group.

Objectives: To utilize existing branding, Patagonia Provisions logotype and brand identity in an innovative way to that reflects the company mission of ; -“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”

Introduce additional value to the brand through authentic sustainable packaging executions.

Main Branding messaging: 1. Aesthetic Simplicity 2. Sustainably caught, organically grown 3. Sustainable packaging Process Defined Taking A Look Back To Look Forward I began with an exercise in what inspired the genesis of the products, the fish product was inspired by the natural, organic fishing approach of native americans.

“Waste not, want not....” The historical view of Native Americans of the Pacific Northwest, fish were caught, hung to dry out and then placed in water tight baskets for storage and cooking.

Because of the nature of food processing and quantities in a modern world, this process is not particularly practical, however the approach can serve as a blue print for how to best create a sustainable process.

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Analysis Baskets - What could serve as a new tech sustainable materials solution to the benefits and qualities of the Native Americans baskets?

What would be a natural materials tie-in to the Patagonia Provisions existing brand? What textures and ideology speaks to current retail food trends?

Materials Fabric

Nylon - High Tech Solution

Hemp - Low Tech Solution

Cotton - Low Tech Solution

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IN COMMON WITH BRAND

Silicone - High Tech Solution Bees wax wrap - Low Tech Solution Nut milk bags - Low Tech Solution

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IN COMMON WITH CURRENT FOOD TRENDS

What functions as a sustainable shelf stable solution within the current fish processing confines?

- Fish is preserved through the “Retort” or canning process

- Dried Soups - freeze dried

- Jerky - freeze dried De-constructing the existing pouch multi-layer, non-sustainable, non-recyclable Patagonia packaging that provide food preservation and shelf stability.

Fish Packaging

“Retort” process requires substrate that has:

- heat tolerance up to 270�

- ability to seal (secure)

- resist tearing, puncturing, tamper proof

- “cook in bag” capabilities Sustainable Substrate Obstacles

All layered, laminant pouch packaging is not sustainable, either by recycling,or biodegradable.

Minimal, albeit insignificant upcycle options exist.

OPTION 1 - Create a “mono” substrate packaging system - Commercial grade aluminum pouches with secure seal.

OPTION 2 - Create an easy “peel back” mechanism for a layered substrate packaging system.

- A “honeycomb” layer, with a “thread” or ribbon that runs through the substrates

to detach layers easily.

concept example ribbon running throughout the cheese wax to facilitate opening

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Packaging Designs Based On “Mono”- Substrates SUBSTRATES

REDUCE

Aluminum Pouch

Can be recycled indefinitely

Cook on grill, bake inside pouch.

Multi-layered/”peelable”

recycle all components

N/A, potential to do so.

Silicon Outer bag

Chopped up and upcycled into products easily

Various product potential, - (playground surfaces.)

Wax Outer wrap

Biodegrades

Wrap-reusable to keep foods fresh, short term.

REUSE

Design Concepts Option 1- a,b,c,d.

All incorporate a mono-substrate concept, where each substrate is a easily separated recyclable componant.

Each concept has a built in a convential boil/ cook-in-bag capability, as well as grill-inbag.

Aesthetic capitalizes on a visual texture (fabric, stitching,) that aligns with Patagonia’s garment brand and capitalizes on the brand equity..

a- Hemp bag with inner foil bag

b- Foil bag with reusable beeswax overwrap

c- Foil bag with reusable grid beeswax overwrap

d- Recyclable kraft board with reusable silicone bag

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Design Concepts Option 2- a,b,c.

All incorporate a mono-substrate concept, where each substrate is a easily separated recyclable componant.

Each concept has a built in a convential boil/cook-in-bag capability, as well as grill-in-bag.

Aesthetic capitalizes on a utilitarian visual and an obvious re-use capability message that aligns with Patagonia’s corporate brand.

a- Recyclable/reusable tin outer can with inner foil grill in bag

b-inner and outer/lid Recyclable/reusable tin outer can with inner foil cook-in-bag, reusable mini-grill.

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c- Recyclable/reusable tin outer can with inner cook-in-bag, reusable silicone bag

a - Reusable silicone steamer

Design Concepts Option 3- a,b.

Incorporate a mono-substrate concept, where each substrate is a easily separated recyclable componant.

Each concept has a built in a convential boil/cook-in-bag capability, as well as grill-in-bag.

Aesthetic capitalizes on a “modern tech” sensibilty and an obvious re-use capability message that aligns with Patagonia’s corporate branding.

b - Recyclable foil inner cook-in-bag, or grill in bag.,

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*Biomimicry - Concept 1

Aluminum circular, swivel “shelf” houses each individual steak.

Exterior is silicone, mimicking the flexible nature of the fish.

Rounded Cuff like structure with a .5” spine like a book. Based on the geometry of the fish steak, instead of the flat fish.

The entire “cuff” or package is based around the built in vertical bone strength fish have.

The skin, natures protect-ant, is intact in a whole salmon steak.

• Biomimicry is an approach to innovation that seeks sustainable solutions to human challenges by emulating nature’s time-tested patterns and strategies. The goal is to create products, processes, and policies—new ways of living—that are well-adapted to life on earth over the long haul.

The core idea is that nature has already solved many of the problems we are grappling with. Animals, plants, and microbes are the consummate engineers. After billions of years of research and development, failures are fossils, and what surrounds us is the secret to survival.

Aluminum “shelf” folded

Aluminum surface for grilling unfolded.

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Silicon handles pull away. Aluminum grill surface flat with salmon ready to grill.

Biomimicry - Concept 2

Canister form based design that utilizes oposing substrate patterns to repel the two substrates, making it possible to recycle each substrate seperately.

Straight down view

Aluminum container houses each individual steak. Exterior is silicone, and twists counter to the aluminum container. Each has an opposing pattern to enable disengaging both containers/ substrates for recycling. Internal container utilizes biomimicry inspired Sharklek™ patterned substrate to discourage bacterial growth. *Sharklet™ – Textured Film Converted film-based products can now feature Sharklet™ — the world’s first micro-texture that inhibits bacterial growth. With no disinfectants, antibiotics or chemicals, Sharklet is an environmentally friendly approach to keeping surfaces cleaner. Use Sharklettextured films as an over-laminate on frequently touched surfaces or products where cleanliness is desired. Sharklet reduces bacterial contamination on surfaces by approximately 90%.

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Sustainable Retail Branding Research Information: Recent trade publications are sighting the new larger portion of retail consumers are Millenials.

According to the publication Triple Pundit, an online trade news organization, written by Elisabeth Comere, -”Millennials, generally aged between 15 to 35, make up about a third of the global population, and they are significantly influencing market trends. This purpose-driven group uses its power to drive social and environmental change across economic sectors by demanding accountability from major corporations and big brand names. They are also the largest generational group in history and, on average, they spend approximately $600 billion annually. Results show that total is expected to rise to $1.4 trillion in the next six years.

According to branding expert Oliver Russel’s recent 2014 research, females dominate the purpose-driven retail consumers demographic. -”More and more, women are spending their money with brands that are close to their heart and add social value to their purchase, creating a meaningful and potentially long-lasting relationship that is activated and maintained by social impact.” Additionally author of the article from Russells website reports from other sources, “there’s a spectrum of purposeful people that needs to be considered. Research conducted by GlobeScan, SustainAbility, and BBMG breaks out these customer segments as advocates, aspirationals, practicals, and indifferents:

• Advocates are your die-hards-they are committed to conscious consumerism and represent about 14% of the consumer base. They believe they have a responsibility to purchase products that are good for the environment and society.

• Aspirationals comprise the largest segment and the biggest brand opportunity. At 37% of consumers, aspirationals are looking to balance sustainability and consumption; are motivated by style and social status; and are seeking (AW) brands that can help them bring this conflict into harmony. Products alone don’t satisfy this group. They’re searching for a solution.

They not only want a shoe that fits, feels good, looks fab, and can be pinned to Pinterest—they want this shoe to serve a larger purpose and help improve someone else’s life as well. Bottom line: Shopping equals happy for aspirationals, but this group definitely doesn’t want its mellow harshed by feeling bad about consuming. Offering a solution is your route to turning purpose into profit.

• Practicals, at 34% of consumers, represent the second-largest group. While they’re into recycling, they haven’t joined the purpose parade yet. As advocates and aspirationals lead the way, practicals will be influenced to follow.

• Indifferents are 16% of consumers. Just as the tag implies, these polar opposites of advocates probably won’t move from their end of the spectrum. They are highly skeptical, motivated by convenience, and value individualism to the max.

It’s About Fulfilling Desire—for Meaning Successful brands have always adapted to the times. If brands add purpose to their marketing efforts, they will avail themselves to a vertical market that’s on its way to horizontal and mainstream, if it’s not there already.

Brands must approach this opportunity as a long-term commitment that incorporates social cause into their values. This movement toward meaning will require structural change rather than a short-term cosmetic approach of new graphics or a feelgood tagline.

This isn’t just about doing the right thing, though that’s a good start if your efforts are to resonate with your customers. No, there’s also tangible corporate reward for doing this beyond a sense of ethical good. Right now, consumers are telling you they have a genuine desire to bring meaning into every aspect of their lives, and they’re looking for relationships with brands and nonprofit causes to help fulfill this. And to any marketing director worth their salt, this spells a profitable customer relationship built on brand loyalty.”

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