Write circularity into the brief, not the apology
Use circular economy principles to set packaging design constraints before material and format decisions are locked.
The move: put circularity in the first brief. Eliminate Ask what packaging, component, void space, coating, or secondary material can be removed without harming product protection, consumer use, logistics, or compliance. Elimination is stronger than making unnecessary material recyclable. Circulate Choose materials and structures that can realistically stay in circulation in the market where the pack is sold. That means thinking about mono-materials, labels, adhesives, pigments, closures, collection systems, and whether the pack will be sorted correctly. Prove A circular claim is not a vibe. It needs evidence: recovery route, test method, market availability, consumer instruction, or life-cycle comparison. Write…
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