Innovation in design and sustainable materials: towards ever-more responsible packaging

Responsible packaging: beyond plastic

Durable, lightweight, capable of offering endless design possibilities, and with a low production cost: we’re all familiar with the attributes that made plastic the leading material in packaging. The issue, however, becomes clear when we question the sustainability of this model—an aspect that is now at the heart of development and competitiveness in the Spanish packaging sector. Due to its low recyclability, plastic often becomes waste that ends up in the natural environment, which is why its use is increasingly being scrutinised.

But how can we move beyond it?

Let’s not forget that materials are designed to provide solutions, not create new problems. Therefore, with sustainability at the core, it’s crucial that those used in any production process promote circularity in the product’s life cycle. In other words, they should come from recycling and be capable of being reused. But there are a few other guidelines that can help us in our pursuit of sustainable packaging solutions.

The reality is that as designers, we are part of the product development chain. We can support its circularity by focusing on three key areas: innovation in packaging conceptualisation, prioritising sustainable materials in plastic-free packaging, and strengthening a network of strategic partnerships with committed companies.

• Packaging conceptualisation: As designers, we must direct our creativity towards rethinking how packaging is understood, conceptualised, and designed. The challenge? Avoiding excessive wrapping, tailoring the size to the product, and imagining new packaging possibilities, such as foldable, stackable, or multipurpose designs, for example.
• Preference for sustainable materials: The choice of materials is perhaps the most prominent factor we consider when thinking about sustainability in packaging. Naturally, the materials used will directly impact the product’s life cycle, so we should opt for those that minimise waste, are reusable, and—ideally—compostable.

Replacing old, non-sustainable materials with sustainable ones yields the best results. For instance, we always use FSC® certified paper and cardboard, and whenever possible, recycled materials. We also replace traditional mineral-based inks with vegetable-based alternatives (such as soybean or algae oil), which not only reduce the carbon footprint but are also less toxic, use 80% fewer solvents, and offer greater efficiency (printing 15% more surface area with the same amount of ink).

• Building a collaborative network: Lastly, fostering alliances with other companies also committed to sustainability is a way to ensure this criterion is present throughout the product’s life cycle. Step by step, we can build a network of collaborations with like-minded brands that also want to drive this change.

With all these priorities regarding design, materials, and collaborations, at NOMON DESIGN, as a B Corp-certified branding and design agency, we are committed to sustainable design when creating packaging solutions for our clients.

We understand that sustainable packaging adds value to brand identity—as more and more consumers consider sustainability across the product life cycle when making purchasing decisions—and, above all, we take on this new challenge of creating increasingly sustainable packaging solutions out of sheer conviction. We see this change as essential and are glad to contribute our bit through our daily work.

This is how projects like Dalia® emerged—the pack we designed for LC Paper. By printing the product’s image directly onto the cardboard, as if it were a transparent pack, we managed to create the first globally patented packaging solution in the tissue paper sector. This was made possible not only through careful attention to its composition—entirely free of plastic—but also by optimising its transportation system through the creation of a notably compact pack.

Similarly, we enjoy promoting sustainable packaging design in areas where it’s less common. An example is the packs we developed for Famatel’s new range of multiple socket outlets, a company with over 30 years of experience in the international electrical sector. They now stand out from competitors using blisters or shrink wraps by offering sustainable plastic-free packaging that conveys the company’s commitment to consumers.

Another example, in a very different sector, is the work we did for Bassols, a century-old brand and a leader in bed, bath, and table linen for 5-star homes and hotels. Our challenge was to conceptualise and redesign premium packaging that was both sustainable and aligned with the company’s philosophy, while reflecting the brand’s positioning. Additionally, it had to meet Bassols’ requirements: it had to be durable, adequately protect the product, stand out from competitors at the point of sale, and be cost-effective and logistically efficient.

We explored several concepts, primarily focused on the dual use of the packaging and highlighting the quality of the raw material: the fabric. We removed the plastic bag, which was previously transparent and showcased the product while protecting it effectively—despite being an affordable and difficult-to-match packaging solution.

We created a bespoke, high-quality 100% cotton bag that showcased the finish of the product itself. For its development, we worked closely with Bassols’ textile workshop, defining the piece’s pattern and all its details.

The graphical communication was displayed on a cotton paper label, emphasising the brand’s exclusivity. This label contained all the product information and showcased it in situ, allowing customers to visualise the result.

The result is a versatile packaging that adapts to all formats and works well for both retail and online sales, adding value, sustainability, and differentiation in the market.

The reason sustainable packaging has become a key differentiator for businesses seems obvious: consumers have become more eco-conscious and increasingly opt for such products. In this context, packaging is an integral part of a company’s communication tools for expressing its commitment to sustainability.

We took this approach with Lékué when they launched their new To Go Organic collection of takeaway products, where they reduced plastic use by incorporating organic and recycled materials, such as wood fibre or RPET. Besides defining finishes aligned with the concept—using FSC-certified paper produced with 40% post-consumer waste—we wanted their commitment to be the central theme in the brand communication for this new collection with the claim “Less plastic. More organic.” This was a preview of the company’s commitment throughout the entire manufacturing process, from selecting a recycled and recyclable material to transforming it into raw material.

At NOMON DESIGN, we believe the best approach is to tackle sustainable solutions with a holistic view, present from start to finish in the value chain. By doing so, we will be better equipped to meet this global need, now involving all sectors: transforming the business landscape by embracing sustainability.