Create a set of guidelines to inform the development of sustainable packaging for snacks by understanding contextual influences and testing new sustainable packaging concepts.
Packaging safari: looking out for environmentally-friendly and unfriendly packaging, and reflecting on personal consumption
Concept evaluation: review of six packaging illustrations with probes on use cases and barriers to uptake
Reflective follow-up interviews: exploring the reality of how these concepts could fit around current snack habits
People frequently renege on their intention to behave sustainably as other motivations – such as time, money and quality – come into play. This is currently the case in the snacks category.
When the motivation (to be sustainable) is lacking, an additional benefit must be provided e.g. convenience, cost-saving or quality.
Salient triggers are also required to encourage consumers to switch to new packaging ideas e.g. in-store prompts or piggybacking off existing recycling behaviours.
Client took two concepts through to later design stages, and developed activation ideas for product launch off the back of the findings.