BRANDING / PACKAGING / ILLUSTRATION
HOLLY COULD . . .
WASTE IT.
THE BRIEF
Show us what’s wrong with the bin bags category and demonstrate how you’d position, brand, package and market a newcomer. Your work should deliver 3 key results. Make life more rewarding for the consumer, leave the planet in better shape and help this fictional brand grow as a force for good.
THE SOLUTION
What a Waste (bag), is a bin bag brand made from 100% recycled products saved from landfill. With more plastic being created than recycled and 1/3 of all food produced going to waste, what a waste does good for the environment whilst also highlighting the damage that is being done.
Using shapes, organic patterns, and bright colours to make the topic of waste more approachable. As well as using the opportunity to educate the consumer on major waste products and encourage them to re-think their waste habits.
RESEARCH
There is a major waste issue.
Only 12-15% of mixed plastic is being recycled. Plastic like this can take up to 1,000 years to decompose. Plastic items such as bin bags, are created just to be binned. Bin bags are the perfect product to tackle this issue.
Before throwing away and wasting all of these products, the consumer goes to their bin bags. Using this position, the bin bag can try to stop the consumer and make them think twice about their waste habits. Giving them more information on just how much waste is done.
THERE IS A MAJOR WASTE ISSUE. ONLY 12 - 15 % OF ALL MIXED PLASTIC IS RECYCLED AND MOST PLASTICS TAKES UP TO 1,000 YEARS TO DECOMPOSE.
SOLUTION
I looked at, and mood boarded the three main areas of waste I wanted my brand to tackle: household plastic waste, food waste and bathroom plastic waste. Creating a waste bag for each, and made solely from recycled and repurposed waste from each of these areas.
I wanted to highlight just how much waste is being created. Creating fun and playful patterns using shapes of common household waste, such as plastic bottles and tubs.
Using shapes to simplify the extreme and vast amount of waste makes the information more palatable and accessible to the everyday consumer. Using layers and texture to create an organic feel and allow the consumer to explore and discover more items with each look.
The back of pack then details just how much each of the products are wasted each year. Shocking statistics that will hopefully make the consumer think more about their waste habits and their contribution to this.
TAKING IT FROM 'OH NO WHAT A WASTE' TO 'WOW WHAT A WASTE(BAG)
PACKAGING
I wanted my packaging design to be zero waste. Unlike commonly found bin bags, my design doesn’t rely on a cardboard sleeve. Instead the branding would be printed onto the outer bin bag and the bin bags pulled out from the centre.
This not only means there is less waste material, but also means that the branding stays for longer and the back of pack and the key information and statistics stays in sight for longer.
The front of pack features a fun, playful pattern made from the main waste products. The back of pack then details just how much each of these products are wasted each year. Shocking statistics that will hopefully make the consumer think more about their own waste and consumption.
The packaging heroes the fun and playful pattern and typeface. Whilst keeping the recycled nature of the brand at the heart of the design. Whilst each pack has its own design and colour palette, they all work cohesively together.
ADVERTISEMENT
What a Waste, as a brand does good. Going further than just repurposing waste but also educating and encouraging the consumer to do good too. Using a playful and approachable tone.
Each advertisement is informal, and playful. Although the topic of waste may be a serious one, the brand makes the topic more palatable and approachable whilst educating the consumer.
