We at CPP recognize that there are environmental costs to packaging that go beyond the factory price. Keeping this close to our hearts, we work with a manufacturer on the leading edge of sustainability to minimize negative environmental impact through thoughtful design and material selection. Consumers want to make sustainable choice. Help make it easier for them

1. CPP INSIGHTS
Sustainable packaging should
really be sustainable.!!!!
Sustainable packaging is becoming a higher priority for
both brands and consumers - more now than ever before.
JUNE 2021
www.creativeprintpack.com

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SUSTAINABLE
PACKAGING
FOR
SUSTAINABLE
SUCCESS.
onsumers today value sustainability more than ever. For offline/online
shops, this means a rethinking of processes and a shift towards more
sustainable packaging and products. But what is particularly important
for your long-term success in supermarkets or e-commerce? This article will
show you all you need to know about purchasing sustainable packaging.
Sustainable packaging for e-commerce: These 3 things are especially important
SUSTAINABLE PACKAGING
SHOULD REALLY BE SUSTAINABLE.
This sounds trivial, right? But it is often neglected, which can easily result in
what is called “greenwashing”. It is commonly visible in food packaging. While
salmon in our local supermarket used to be packed in plastic, the packaging
now looks like it is made of paper. However, it is not actually paper, but a
cardboard-plastic-composite which is even less recyclable than the old plastic
box. This kind of “fake sustainability” may trick some consumers into buying
the product. But most consumers who value sustainability are usually well-
informed, and word-of-mouth will lead to a damaged brand in the long run.
Greenwashing frequently results in negative PR, bad word-of-mouth on social
media, and public boycotts.
Paper or card seems the most environmentally friendly option given that
plastic takes decades if not centuries to degrade and, when it gets into our
waterways, pollutes the ocean both directly and by breaking down into
microplastics.
C

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It does not necessarily have to be deceptive packaging, though. In many cases,
the packaging is not eco-friendly simply due to the use of new raw materials
instead of recycled ones. And oftentimes the supply chain can be problematic
as well. A lot of allegedly sustainable packaging is produced in China and
slightly produced in India and shipping a long way to Europe, Africa, Australia,
and the USA. Many times the original raw materials come all the way from
China and have a negative impact on the rain forests.
In summary: Truly sustainable packaging should always be
100% recyclable and be made for a circular economy. As few
raw materials should be used as possible. At the same time,
the material should itself be recycled or made from eco-
friendly resources. A common trend in the sustainable
packaging industry now is to use paper made of grass or
hemp, as well as biodegradable plastic alternatives. But
certificates can help to evaluate the eco friendliness of the
sourced material as well, e.g. FSC-certified paper. Moreover,
packaging should be produced locally to guarantee short
delivery routes.
DESIGN IS IMPORTANT.
Many offline/online shops – especially smaller ones – make one common
mistake: They use unbranded packaging. It may indeed be the most eco-
friendly method to have used shipping boxes or even old shoe boxes for
delivery. However, it can vastly damage the long-term success of your
business. We recommend having your own unique packaging design, which
incorporates your brand and strengthens customer loyalty.
The current trend when it comes to sustainable packaging is to have it look as
sustainable as possible. This is especially useful when your customer base is
very concerned about their environmental footprint, or when sustainability is a
core value of your brand.
Although it is not necessary for your packaging to shout “sustainability”, it
should be clear to the customer that the material is sustainable and recyclable.
Other than that, be creative! Most importantly, the design should fit your
brand identity.

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THE PERFECT UNBOXING
EXPERIENCE FOR YOUR CUSTOMER.
The unboxing experience should take a central role when designing a package.
After all, humans are still humans. We love unboxing beautiful things. It
probably reminds us of our childhood – of unboxing presents at Festivals or
birthdays. The unboxing experience plays a key role in creating a bond
between your customer and your brand, as it gets them emotionally involved.
The most important factors are:
 unboxing must be easy and intuitive
 “wow”-moments are important: unboxing should always be a personal
experience and involve emotions
 little packaging waste should remain after unboxing
You should ideally design your own packaging; specifically made to fit the
products you sell. Nothing is worse than using shipping boxes that are too
large, leave a lot of space, and require tons of filling material. Adhesive tape
made from plastics, plastic chips, or Styrofoam as filling material should also be
avoided by all means. We have already mentioned in this edition how
innovative packaging material can create a “wow”-effect. We believe that
packaging should generally be an extension of your product. Several messages
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remind the customers that they did something good for the environment by
placing their order. This makes them feel good about themselves and
ultimately about your product and brand, reinforcing brand loyalty.
Brands have introduced reuse and repurposing initiatives as well as closed-
loop systems to ensure they maximise the life-span of their packaging. They
are also using clever comms to encourage their customers to reuse their
packaging too.
Don’t forget about the unboxing experience as a consumer initially opens your
package and reveals your product for the first time. Keep in mind that this is
the very first chance you have to make a positive impression. If the unboxing
experience is not a positive one, your product already has a tarnish on it
regardless of how great it might be. Its best to make the experience
pleasurable but don’t make it complicated with unnecessary obstacles or
barriers. This is not foreplay, let’s get to the good stuff already…your product!
Prototyping
One of the best methods of ensuring that your product experience is a good
one is to prototype your complete packaging solution so that you can put it
through its paces. You may even need to do more than one round too because
there are so many variables and considerations involved. Make sure you have
some real-world, hands-on experience with all aspects of your packaging
solution before you finalize it and pull the trigger on production. The more
time you spend upfront addressing potential issues, the less likely you are to
encounter that “oops” moment further down the road when you have retail
commitments to adhere to.
Brand it. Every detail about your package should tell a story about who you
are + what your company is all about. Branding is very very powerful + you
should use it as your ally everywhere you can.
We hope these tips can help you turn your packages from good to
extraordinary. Further any assistance or guidelines you can contact us via
marketing@creativeprintandpack.com, our packaging experts will revert with
best packaging solutions.
We eagerly interest to know how you package your products + looking
forward to hearing your best packaging practices + advice for providing
outstanding packaging.

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We haven’t even touched on the graphics & printing requirements of the
package yet…that is an entirely different subject with a new set of
considerations. These include your branding, product story, and all the good
stuff that helps consumers to make an emotional connection with your
product. Be sure to address the top 10 considerations affecting the physical
structure of your packaging before you even start with your graphics.
Make sure you have an experienced, competent, and knowledgeable team
working for you to help you achieve your goals. That second mortgage and
extended line of credit are real. Make sure you give yourself the best chance to
succeed and get those great products of yours flying off the shelves!
BUY SUSTAINABLE PACKAGING
WITH YOUR OWN UNIQUE DESIGN
Kondaiah’s Creative Print and Pack (CPP) offers sustainable packaging for a
variety of Mono Cartons, Corrugated Boxes, Paper Carry Bags, Rigid Boxes and
other Packaging materials. You can design your own packaging even when
ordering only minimum quantities. Our service is easy to use via CPP’s Think
Beyond Creativity Program.
All packaging is manufactured in India from sustainably sourced material. This
guarantees short delivery routes across globe, further lowering the carbon
footprint. This way you can buy sustainable packaging for your offline/online
shop, which fulfills all the factors we mentioned above.

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HOW INNOVATIVE
PACKAGING MATERIALTIPS
CAN CREATE A “WOW”-EFFECT
Let’s take a look at a few key factors that will contribute to
the effectiveness of your packaging:
PHYSICAL PROTECTION
Is your product going to be sold exclusively offline/online? If it is, your
packaging may be simpler and cheaper but you will need to protect from abuse
during warehousing, shipping & handling. Variables like temperature, time,
and other environmental influences like dust, mold, insects, microorganisms,
and UV light can damage certain packaging materials. It’s best to make the
right decisions on the use of materials from the get-go to avoid any potential
issues further down the road. Now that you have a second mortgage on your
house to finance your dream product, it’s important to proceed with care and
confidence, while so much of your money is invested into your product before
you have even sold your first unit. Thinking of your packaging as a protective
shell for your product is a good approach and only the first of many factors to
consider.
DROP TESTING
Physically surrounding and protecting your product is only a part of what
packaging should do. What about drop testing? This is the packaging design
equivalent to an automotive crash test. Your package will need to survive a fall
from a predetermined height and your precious product inside will also need
to survive without physical damage. If your product is a food item, you should
consider the shelf life measured against the estimated time your product will
be in transit, and in warehousing/distribution before it gets to your customer.
All those environmental factors mentioned earlier like temperature and time
duration will surely have a huge impact. Ultimately, your packaging solution
needs to act as a protective outer shell from manufacturing, through shipping
& transport, and all the way down the line to the retail environment and into
the hands of the consumer and that cashier with butterfingers.

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SUSTAINABILITY
Have you thought about the sustainability component of your product? Can
you even produce a cost-effective packaging solution while looking out for
Mother Earth? In a perfect world, we all want to be better stewards of the
earth and do our part to reduce any negative impact, but how? You don’t want
to be responsible for creating more waste or be the one responsible for
entangling sea turtles in plastic debris. In some instances, you do have options
for using recycled packaging materials or at least a percentage of it along with
environmentally safe printing dies and materials for any additional product
protection while in the box.
When buying materials, don’t forget about your lovely planet. Be as green as
you can be. I personally love to receive packages that are made from eco-
friendly + sustainable materials.
The harsh truth is that sometimes, things are not as environmentally friendly
as we might think, particularly if a certain production process has a high scrap
rate or increased cycle time associated with it. Some of these processing
methods could mean using more energy during production. That can’t be good
for the earth either, can it? Is your finished packaging solution easy for
consumers to break down and recycle? Is every material clearly labeled to help
with this process, or will it simply get trashed out of confusion or frustration
and end up floating in the pacific ocean? Wow…so much to think about, right?
TAMPER & THEFT PROOFING
You will also need to consider how to make your package tamper-resistant to
reduce potential theft. Yes, it’s a problem and it’s often ignored by many. Is
your packaging solution so small and efficient in the use of materials that it is
now also very vulnerable to theft? Perhaps your product requires a visual
indicator to show consumers that your product is safe to use/consume and
tamper-free. Many food items or medications have safeguards in place to
protect products from tampering and to raise consumer confidence & safety.
Not only can some products be removed far too easily from the package itself,
but some entire packages can be easily stolen if not carefully designed to
safeguard against it. Often a package for a very small item needs more visual
presence or bulk intentionally designed into the packaging solution just to
reduce or illuminate the possibility of being stolen.

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In addition to the exterior packaging, your product might require additional
plastic wrapping, a plastic hang tag or a blister pack or a plastic vacuum-
formed tray, wire fasteners/tie-downs to help secure your product or protect
it.
ACCESSORIES
Will your product be all alone in that beautiful package? What about any
additional elements that need to be considered? Extra parts, accessories,
cables, power adaptors, batteries, mounting hardware/fasteners swag, or
anything else that needs to be accommodated alongside your product? Many
additional items require additional special tooling or forming that adds
additional cost and also has a potential environmental impact. If these items
need to be food grade, your options will be limited in terms of material choices
and may be regulated depending on what you need to include in the box.
COPY AND TRANSLATION
Have you considered what kind of written literature needs to be included to
help consumers with your product? How about an instruction booklet,
warranty card, or additional legal copy? All that copy will need to be written
and illustrations & icons created, not to mention any certification labels
required and it doesn’t stop there. Just when you thought you had so much
packaging real estate to work with, you may need to have all of your copy
translated and written in other languages too depending on where you are
intending to sell your product. Sure, it’s becoming a global market but there
are still many differences within various parts of the world. On top of cultural
and language challenges, If you want to maximize your product’s potential,
you’d best pay attention to the details affecting all the specific regional
nuances.
RETAIL REQUIREMENTS
Not all bricks and mortar stores are alike and in fact, they all have different
practices when it comes to displaying and merchandising your product. Will
your package hang on a hook or will it stand on its own on a shelf? Perhaps it
will be sold on a pallet in a club store or get stacked? Any concerns with
weight? Will it be in a PDQ with its own header card and infographics? Many
retailers have specific requirements that need to be followed so it’s best to
find out what limitations you may be up against before you get too deep into
it.

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You may only have a limited amount of shelf space to work with so the
package size will most certainly be a factor. You’ll want to maximize your shelf
presence to make a bigger, bolder impact and connect with your intended
consumer.
COST VS PERCEIVED VALUE
A common objective is often to create the cheapest possible package to help
reduce cost but wait, not so fast. Besides theft being a potential issue, think
about your product from the eyes of a consumer for a minute. Does your
packaging solution accurately match your brand essence and project a high
perceived value? Will adding 30 cents to the overall packaging cost help to
elevate that perceived value and translate to more sales? If the answer is yes,
then it’s a no-brainer. Give your product the best chance to succeed.
Conversely, if your product is intended to be a low cost, high volume
consumable item, don’t create a package that makes it seem unapproachable
or unaffordable. Either way, the packaging should match the brand and clearly
communicate your message.

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CIRCULAR ECONOMY ?
A circular economy is based on the principles of designing out waste and
pollution, keeping products and materials in use, and regenerating natural
systems.
Looking beyond the current take-make-waste extractive industrial model, a
circular economy aims to redefine growth, focusing on positive society-wide
benefits. It entails gradually decoupling economic activity from the
consumption of finite resources, and designing waste out of the system.
Underpinned by a transition to renewable energy sources, the circular model
builds economic, natural, and social capital. It is based on three principles:
 Design out waste and pollution
 Keep products and materials in use
 Regenerate natural systems
RE-THINKING PROGRESS: THE CIRCULAR ECONOMY
There's a world of opportunity to rethink and redesign the way we make stuff.
'Re-Thinking Progress' explores how through a change in perspective we can
re-design the way our economy works - designing products that can be 'made

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to be made again' and powering the system with renewable energy. It
questions whether with creativity and innovation we can build a restorative
economy.
THE CONCEPT OF A CIRCULAR ECONOMY
In a circular economy, economic activity builds and rebuilds overall system
health. The concept recognises the importance of the economy needing to
work effectively at all scales – for large and small businesses, for organisations
and individuals, globally and locally.
Transitioning to a circular economy does not only amount to adjustments
aimed at reducing the negative impacts of the linear economy. Rather, it
represents a systemic shift that builds long-term resilience, generates business
and economic opportunities, and provides environmental and societal
benefits.
THE FUTURE IS CIRCULAR.
In a world filled with finite resources, products and their manufacturers must
adapt and embrace sustainable practices that benefit consumers and the
planet. Product design and packaging offers tremendous opportunities to shift
from a linear economy to a circular economy.
THE LINEAR ECONOMY…
Today, most products and packaging are designed to be used once and
discarded. This represents enormous amounts of wasted material and
pollution. As landfills reach capacity, and micro-plastics pollute the world’s
most remote regions the need for change is eminent.
CIRCULAR PACKAGING AND THE CIRCULAR ECONOMY
A “Circular “Economy” is focused on products and materials being used over
and over, in a continuous loop, rather than discarded. In a circular economy,
products are reused. Products which cannot be reused are recycled by
chemical or mechanical processes, or through biological processes such as
composting. Circular packaging solutions incorporate the principles of the
circular economy and integrate seamlessly into sustainability efforts.

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TECHNICAL AND BIOLOGICAL CYCLES
The model distinguishes between technical and biological cycles. Consumption
happens only in biological cycles, where food and biologically-based materials
(such as cotton or wood) are designed to feed back into the system through
processes like composting and anaerobic digestion. These cycles regenerate
living systems, such as soil, which provide renewable resources for the
economy. Technical cycles recover and restore products, components, and
materials through strategies like reuse, repair, remanufacture or (in the last
resort) recycling.
ORIGINS OF THE CIRCULAR ECONOMY CONCEPT
The notion of circularity has deep historical and philosophical origins. The idea
of feedback, of cycles in real-world systems, is ancient and has echoes in
various schools of philosophy. It enjoyed a revival in industrialised countries
after World War II when the advent of computer-based studies of non-linear

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systems unambiguously revealed the complex, interrelated, and therefore
unpredictable nature of the world we live in – more akin to a metabolism than
a machine. With current advances, digital technology has the power to support
the transition to a circular economy by radically increasing virtualisation, de-
materialisation, transparency, and feedback-driven intelligence.
FURTHER READING…..
https://creativeprintpack.com/blog
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write to us
CPP INSIGHTS
Kondaiah’s Creative Print and Pack Private Limited (CPP)
Plot No: 106 & 107, Sri Rama Layout, Subash Nagar,
Jeedimetla, Hyderabad – 500055. India.
Telephone: 040 35112211 | Phone: +91 9133395810
eMail: marketing@creativeprintandpack.com

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ENDCRIPTION
We at CPP recognize that there are environmental costs to packaging that go
beyond the factory price. Keeping this close to our hearts, we work with a
manufacturer on the leading edge of sustainability to minimize negative
environmental impact through thoughtful design and material selection.
Consumers want to make the sustainable choice. Help make it easier for them.