Planet Packaging

Marketers & designers face a tough challenge to balance the need for 'green' packaging with cost-efficiency & be visible at the point of sale. In this context Design group Identica suggested that adjusting the 'shoulder' angle of the bottles used for Pernod Ricard's Digestif Ramazzotti could reduce energy & materials used in production, without changing its distinctive shape. According to Identica CE, Franco Bonadio, this saved the client 20% in raw materials costs. Working with JKR, Stella Artois & Young's ale have also 'lightweighted' their bottles. This report asks: "When do you put a green message on a pack and when don't you?'