baby dove moisturiser
Sustainable Baby Dove moisturiser pulp pack
Baby dove sustainable & separable pulp pack
Agency : WKD Studios
Challenge
Challenge
With plastic packaging being at the forefront of discussion, issues regarding sustainability, climate change and rapid change in legislation, has led to this exploratory concept piece for Baby dove.
Baby Dove is a brand that can leverage and be category leaders in sustainable packaging as the brand is all about preserving and building a brighter, cleaner, kinder future for generations to come.
The challenge was to see if the brand essence could be retained whilst balancing the sustainable cues.
Value
Utilising paper pulp to retain the soft form of Baby Dove seemed a perfect fit, and due to the fact that the moisturiser would be in a thin PLA pouch with a bespoke fitting for the cap to snap onto and pierce this allows the pulp to be untreated and unlamented which would mean it would be 100% biodegradable. The pulp outer unglues apart and the pouch can be recycled. This allows for an airless pouch to be used where there is minimal product wastage. This also allows for greater functional versatility of the product as the pack can stand upright or laid down and still work.
The long term strategy behind this concept is that eventually Baby dove would stock packs with no pumps alongside a fewer quantity of packs with pumps, allowing consumers to reuse the previous pump by snapping it onto a new pump-less pac, saving on plastic and cost. This cost saving will filter down to consumers by a reduced cost if purchasing without a pump enticing them to reuse. The pump itself is all plastic and can be recycled post use, with no metal springs or parts.
The inks for the printing of the branding and the metallic is a bio inks so 100% safe to the environment and less harmful than current foiling and toxic inks.
Pulp was chosen as the material of choice to communicate to the consumer that Baby Dove is not only sustainable and ecological, but is committed to making the world for generations to come.
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