In a saturated market, nothing attracts more attention than a brand that breaks conventions. Borrowing codes from different industries and stepping away from the binary consensus, modern packaging is embracing a genderless, streamlined, functional and minimalistic aesthetic. Clean, bold and to the point, this new breed of packaging solutions is devoted to sustainability at a time when plastic use is under heavy scrutiny and consumers expectations are higher th

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If you’re in the process of designing packaging (or re-branding), now is a great time to take pointers from innovative and game-changing brands. The expression 'think outside of the box' is taken to new heights and sustainability is the new normal  for any go-to-market strategy.

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ACE OF HAIR

Launched on 28th January, Ace of Air combines skin and gut health. They offer an inventive range of skin serums and probiotic supplements. Led by sustainability fierce advocate, Stephanie Stahl, the new wellness label released a groundbreaking packaging solution. The product packaging is made from food-grade ceramic, stainless steel and FSC certified natural rubber. The mailer box, known as the boomerang box, is on a rental model. Users receive their orders in reusable shipping box specially designed with UPS. The boomerang box can be reused up to 100 times. Ace of Air is a cerftied B CORPORATION along with environmental trailblazers Able & Cole, Vita Coco and The Body Shop.

• aceofair.com

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SUPEREGG

Superegg is a vegan egg that is powerfully healthy for your skin. Formulated to match an egg's nutritional value through 100% vegan ingredients, the plant-based skincare line restores and balances your skin to a smooth egg-like complexion. Founded by NY-licensed aesthetician, Ericha Choi, their credo is to support the well-being of your body and our planet, from skin to ecosystem. The Superegg packaging materials are almost entirely recyclable. The boxes are made from FSC certified paper, which has been sourced in an environmentally-friendly and socially responsible manner.

• superegg.ny

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PLENTY

Plenty, one of the most successful indoor vertical farming companies, has a new visual brand that uses the psychology of fast food to get you to eat your greens. Indoor vertical farms create the perfect environment for plants, reducing the unpredictability of changing climates. No bleach, no pesticides on our plants. No GMOs. When writing this article we couldn't confirm if the resealable packaging was actually plant-based, but, we reckon it is 100% recyclable. Indoor vertical farming use up to 99% less land than conventional farms.

• plenty.ag

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AKT

Akt is a premium natural deodorant. All of their formulations are made in the UK, hand-poured, and packed into a signature, vibrant, plastic-free packaging. The founder duo, Ed Currie and Andy Coxon, launched a Kickstarter campaign in 2018 and hit their target on the very first day. Aluminium can forever be recycled without losing any quality. But plastic caps that usually accompany aluminium tubes, can’t. In response, AKT created bespoke aluminium caps to prevent more plastic from entering our ecosystem.  

• aktlondon.com

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SUPERFLUID

Praised by Gen Z and millennials alike, Superfluid creates fun and easy to use self-care basics for everyone and anyone. They advocate the authentic representation of young generations in traditional media. Their formulas are completely vegan. Superfluid’s shipping box, protective paper and paper casing are 100% recyclable. They are working to move towards more recyclable packaging solutions to bring greener solutions.

• getsuperfluid.com

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EDEN

Eden is Our Social Creative's packaging solution for a fast-growing FMB segment: the hard seltzers. The global hard seltzer market size was estimated at USD 4.36 billion in 2019 and is expected to reach USD 4.51 billion in 2020. Most scouted existing brands failed to feature an innovative and sleek design. Furthermore, women as a demographic appear to be neglected, with packaging resembling traditional and expected beer aesthetic. EDEN, the sinful botanical seltzer crafted in heaven’.  was designed as part of our self-initiated case study approach to illustrate our meticulous approach to market research, consumer behaviour, branding and product differentiation. Disruptive, innovative and understated, the packaging is a show stopper inspired by @realfunwow aesthetic. As a creative studio, we aimed to craft an unapologetic and memorable branding for a new premium brand of hard seltzer targeting 20-42 year old women.

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• Want to explore our case studies? Get in touch.

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LICK

The designer paint and wallpaper, blind and supplies brand has introduced a whole new aesthetic to the decoration and home improvement market. All of their paint is both water-based and low VOC (volatile organic compound). This means fewer harmful chemicals and a more easily biodegradable end product. All of their wallpaper is FSC certified, meaning it is sustainably sourced and felled from forests around Europe. Lick creates small batches, to avoid wastage and even re-use the excess cut-offs in the packing process. Lick boxes recycled up to seven times and are 100% biodegradable.

• lickhome.com

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HUMANRACE

Created and curated by Pharrell Williams, Humanrace is a universal skincare brand starring a reusable packaging. The bright green plastic containers are made from 50% recycled plastic and are designed to be a one-time purchase. After the initial purchase, consumers simply reorder refills. Humanrace used vegetable dyes and a water-based coating to facilitate the recycling process. The recovered material used for the green containers is termed post-consumer waste plastic. It is then recovered from landfill sites close to the Humanrace manufacturing plant. The product also featured the product name in braille, making it friendly for blind and partially-sighted users.

• humanrace.com