HEX FOR LESS.A brand that encourages a reduced-waste lifestyle.
Try as we might, it’s virtually impossible to avoid food packaging – most notably at grocery stores or supermarkets. When certain types of packaging such as plastic get into the environment, it can end up causing incalculable damage to our bodies, the places we live and the ecosystems that support all of life. However, at all points in a products life cycle, transformation is possible.
To solve this problem, we were given the task to design a packaging system encouraging consumers to live a reduced-waste lifestyle. The system must be interchangeable at all UK supermarkets through their low-priced ‘signature brand’.
Focusing on the users, we decided to conduct a series of questionnaires in order to understand people’s shopping habits - how often they go shopping and what kind of transport they are using. We were also curious to find out what they think about our ideas of a fillable system, already packaged product that needs to be returned, a limited information on the label, use of an app, etc. Taking into account all the findings from the range groups, we creating several persona forms in order to make the design suitable for everyone.
The name of the brand ‘HEX YEAH!’ serves as an encouraging message to customers, to make them feel good about using our system to reduce their carbon emissions. For the logo, we wanted to embody out packaging and its circular regenerative system. Because of this, we used a hexagonal arrow to represent this.
Thinking about sustainability, we decided to use algae-based ink that offers only a limited range of colours - shades of green and yellow.
We wanted to emphasize on the fact that the system will be really easy and convenient for customers with the use of visuals. Sticking to the idea of the hexagon with its six angles and six sides, we decided to divide the system into six easy steps - buy, use, return, compost, produce and repeat out of which the customers only has to do three. The supermarket takes care of the rest.
Limiting the use of materials to a minimal, we decided to use PLA for the main packaging made from corns and BeetaPac for secondary packaging made from sugar beet. They are planted in the UK which minimise the carbon emissions coming from oversea transportation. The idea relies on the circular system and emphasise on the fact that at the end the container is composted and returned back to fields to produce more material.
Since we decided to use packaging that can be industrially composted, our goal was to develop a system that will encourage customers to return empty containers to any supermarket that offers the brand regardless of where they bought it and place them in smart bins. Alternatively, we wanted to also incorporate an option for customer that are not able to go to supermarkets to arrange collection from their homes.
Customers will be encouraged to return containers by a point system – for every container returned they will get points. However, when looking into the app it was clear that this would not appeal to all demographics, so to reach a wider audience we wanted to create a keychain Clubcard.
The new HEX app will enable customers to scan product’s barcodes and see nutritional information, recipes and information about how the product was produced. Moreover, they can keep track of the discount they currently have, find stores nearby where they can return empty containers and also, arrange collection if they are unable to go.