Eco packaging and branding: Cuppa

Mission Statement (2016)

In this project, I will be exploring graphics around the issue of the environment. I will mainly look at the environmentally friendly tea, coffee and hot chocolate packaging and marketing as I would like to focus on the proactive response to the issue, and a hot drink is something many of us enjoy daily.

There are three key elements when creating a more environmentally friendly design: The material used to make the design, the life of the product, and what happens to the product at the end of its life. The reusable cups limit most waste and can be made from sustainable materials. The prints will personalise the mugs to reflect natural and environmentally conscious ideas without relying on the colour green.

Global warming and resource consumption are increasing issues in society today; as the population increases, resources are decreasing, and the environmental damage is increasing and beginning to affect our daily lives. Therefore, there is an increasing demand by the consumer and governments for eco products and an increasing number of laws and incentives to encourage and enforce sustainable and environmentally friendly production and increase awareness of the issue.

With this increased need for awareness and demand for sustainable living, there is already a vast amount of eco-art and design. However, many products are marketed strongly as natural, green products that may only appeal to environmentally conscious people. Also, ‘Green’ products are often assumed to be more expensive or compromise in quality. Eco-designs seem to follow the ‘green’ colour theme, making eco-friendly products rather monotonous and isolated from our usual daily consumer choices and actions. Many potential buyers will not choose to buy a product solely because it is a green product; they want quality and value for money as well. The branding I will develop shall be relevant to current design trends and still indicate it is environmentally friendly and affordable. I will explore alternative designs to the typical green packaging.