Can alcoholic beverages taste good, look good and be sustainable? Design agency Dragon Rouge's head of foresight and sustainability, Fiona Bennie, and director of consumer brand identity and packaging, Barbra Wright, believe they can. There’s no point making a product sustainable if it isn’t also desirable. People choose one product over another for many reasons - price, taste, aesthetics – but rarely is sustainability top of the list. For this reason is must be accompanied by stand-out design and branding. Along with many other categories, alcohol is feeling the pressure to tidy up their value chain; from sourcing, manufacturing, packaging, distribution and end of life. This pressure is reductive. It focuses on minimizing negatives. So much of the sustainability rhetoric of the alcohol category reflects this negativity. We have a more positive approach to sustainability. We spend a lot of time helping our clients to find solutions that highlight a clear customer benefit first and foremost, followed by the deeper story of sustainability delivered in a positive, desirable way. Design plays a substantial role in converting sustainability into desirability without a trace of worthiness – Method, the household and personal care brand do this in an impressively simple way. To read this feature in full, please visit:www.thedrinksreport.com/news/2013/15181-special-report-sustainable-desig...
