Design: Clёver Branding
Location: Russia
Project Type: Produced
Product Launch Location: Russia
Packaging Contents: House goods
Packaging Substrate / Materials: Plastic, cardboard
Printing Process: Flexography, offset

Concerns about climate change, toxicity and waste have begun to influence consumer behavior around the world. The share of those expecting environmental protection from brands is increasing, and this is pushing companies with a wide variety of products towards “new brands” – sustainable production and consumption.

In recent years, manufacturers have heard more and more clearly the ecological demand of buyers. In 2017, a GfK Consumer Life study found that 73% of shoppers demand environmental responsibility from businesses. Especially often, according to a study by the Ecological Union and Ecobureau Greens, green is sought among the following products:

  • food (83.6%),
  • household chemicals (74.1%),
  • cosmetics (63.8%),
  • clothes and shoes (26.6%),
  • goods for children (24.9%),
  • goods for repair (15.7%)

According to Nielsen, about 30% of consumers say that labels on packaging "natural", "organic", "ECO" – are an additional incentive to buy. The need for environmentally friendly goods and products in large cities is obvious. Therefore, the Perekrestok brand management team decided to develop Home Story into an ECO brand.

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via Packaging of the World – Creative Package Design Gallery