A New Trend in Packaging Design: Sustainability
The environmental and climate crisis, which is being fought on a global scale, is making consumers sensitive to the environment. Research shows that consumers are increasingly paying attention to sustainability in packaging, and their purchasing habits are also shaping in this direction. The vast majority of consumers are also willing to pay more for sustainably packaged products.
Climate change and environmental problems have become an issue where brands from all over the world, from automotive to textile, seek solutions for sustainability. So much so that it is not only a focal point in society, but also significantly affects the purchasing behavior of consumers. This situation creates a need for brands to direct their products and services to a more environmentally friendly side, especially during the procurement and production processes. Stated that consumers expect measurable actions and transparency from brands when it comes to the environment and a clean world, Tasarist Creative Director Musa Çelik said packaging design and sustainable packaging is one of the newest trends in that state. Çelik emphasizes that they believe that the packages produced with originality and with the mission of common benefit on behalf of the world will gain the loyalty of the consumers to the brands.
Packages designed with common benefit
Although sustainability is not a new concept, it has been gaining more importance in recent years. Especially with the increasing natural disasters, the climate crisis and the damage to the environment are becoming more visible, many of the consumers are becoming more conscious and sensitive to the environment. Brands that want to combine market competition with social and environmental responsibility are trying to meet their consumers in a common benefit. Stating that there are two stages to be considered in packaging design for sustainability in product packaging, Musa Çelik, Creative Director of Tasarist, lists these stages as materials and processes. “It may not be possible to move quickly towards a cyclical economy in packaging. Plastic may not be completely eliminated, but it can be reduced and its negatives can be designed. Brands can turn to recyclable and longer-lasting options instead of alternatives with proven harmful effects on the environment, such as plastic, in their packaging designs. If these materials are planned to be reusable, degradable or recyclable according to their properties, the process will be environmentally oriented and thus it will be possible to support a cyclical economy,” he said.
Ways to gain brand loyalty
The sustainability trend that has become widespread in the use of packaging is pushing brands to find innovative ways to breathe new life into old materials. It is also observed that brands that have found environmentally beneficial alternatives have started to succeed in recent years. Divan brand, which offers good food experience to its customers in its restaurants, wanted to carry the food experience to the takeaway service with the process of closing home during the pandemic period. At this stage, for Divan, who met Tasarist, a fully recyclable package service, “Divan Delivery”, was designed from natural raw materials that can be dissolved in nature. Musa Çelik, who stated that they have created a nature-sensitive design with plastic-free and rice flour-produced service kits, states that they have designed takeaway with 5 edges to give a special visual identity to the brand. Çelik also emphasizes that they evaluate environmentally friendly alternatives for all brands they work with in the first place.