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Chapter 2
BEyOND THE SHELF, DESIGNING FOR USAGE
To infiniTy. Beyond protecting and merchandising a product, what
is left for a package to accomplish? In a word: everything. At every step,
we challenge ourselves to consider the life of both the materials and the
possible reuse of the package itself.
•••
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best practices for graphic designers: packaging
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y
ou will hear us say many times
over that while recycling is
fantastic, the best a package
can do is maintain utility through reuse.
Anytime that occurs, one less landll is
created, one less product is purchased
(yes, this is a good thing), and hopefully
we can avoid creating another toxic,
plastic oating island.
Editorial note: While we recognize the
inherent waste that comes with most
packaging and our role in this, we feel a
grave responsibility to use what power
we have to steer clients into thoughtful
decisions about the role their packaging
plays for future generations. If you haven’t
seen it already, we highly encourage
viewing Vice magazine’s excellent video
on the eect of negligent plastic disposal:
www.gripdesign.com/packaging/waste/.
We have recently witnessed everything
from designer chairs cut and composed of
corrugated cardboard (priced, shall we say,
Not Within Reach), to cardboard boxes
with illustrated directions explaining
how to construct a shelter. With the
advent of increasingly complex dies
and tools like laser cutting, there has
never been a greater time to consider
not just the package and its contents,
but how they can be repurposed. To
achieve this, we recommend working
through your standard design process,
but before nalizing production specs,
take a moment and write down what each
component of the package could do when
thought of as a raw material.
From milk jugs with printed lines to
cut and become dustpans, to used lotion
bottles repurposed into beach-friendly
phone and money containers, the
possibility for life after delivery is
endless. To jump-start your creative
process, search “best life hacks” and
get ready to lose a couple of hours.
Without getting too “Star-Trek-y” we
would love to live in a world where the
things we purchase can be re-created
into other things we need. The advent
of 3D printers has opened up myriad
possibilities. Consider that when you
have nished a bottle of orange juice,
the plastic can be fed into a machine
that would subsequently shred, heat, and
then form the shape of a dierent item.
We live in a world of nite resources,
and recognizing this is part of becoming
a great designer. As with aesthetic
decisions, every choice matters when
speccing a new project. The initial
phases of package development are the
easiest time to set goals and standards
for environmental impact when the job
is nished. Be creative, have fun, and
never be afraid to present a client with
a bold new approach to life beyond their
product’s trip home.
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BRUKETA & ŽINIC
´
, CROATIA
Brokula & Ž
PROJECT DESCRIPTION & DESIGN STRATEGY:
Brokula & Ž (Broccoli & Ž) is a clothing brand
by Bruketa & Žinic´ OM, made from organically
grown materials. Brokula & Ž believes
everything good comes from within, so all
of the clothing contains hidden messages
written on the inside that can be seen only
by you…and whoever undresses you. The
messages are actually funny dialogues
between Brokula (Broccoli) and Ž (a bird),
who are the main characters of the product’s
visual identity. Like the products themselves,
the packaging is also eco-friendly and was
designed to be easy to assemble, without
any glue or plastic. The inks have ecological
certificates, and the paper is recycled.
Furthermore, the packaging is designed as
a cup that you can use for something else
after unpacking your purchase.
BEy OND THE SHELF, DESIGNING FOR USAGE
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