How Butterfly Cannon used Conscious

from Packaging In Focus - April 2021 - Beauty & Personal Care

The rise and rise of e-commerce

How Butterfly Cannon used Conscious Design™ to create sustainable gifts that keep on giving for VOYA Organic Beauty

By Chris Joscelyne, Marketing Manager, Butterfly Cannon

hat happens when you bring seaweed, sustainability and a spa experience together for the festive season? You get luxury gifting with a conscience.

Using wild seaweed hand-harvested off the West Coast of Ireland, VOYA Organic Beauty is a luxury spa and beauty brand with an earthy and environmentally friendly ethos. For the 2020 festive season, VOYA needed a seasonal gifting collection and campaign that celebrated these core beliefs in a meaningful way. We saw a chance to use our Conscious Design ™ approach to create a luxury gifting experience that put sustainability first.

Our creative platform ‘A Natural Touch of Beauty’ is rooted in VOYA’s belief in the healing properties of seaweed and the power of touch. Stemming from this is the campaign visual icon; a hand-painted brushstroke that flows like seaweed. Evoking the ribbon of a present, it neatly ties the collection together; organically cropped in different configurations to aid range navigation.

The festive season is typically associated with celebration, drama, and not to mention, excess. However, there’s been a shift in consumer awareness towards conscious consumption. Tapping into this, there was the opportunity to encourage a change in perception towards packaging, to see it not just as a one-off but as something that can be reused and repurposed. The challenge was creating a gift collection that lived beyond the festive season. In line with our Conscious Design™ approach, all the packaging in the collection is 100% recycled or recyclable. To ensure that the removable printed sleeve complimented this and the tactile and sensorial character of the collection, our Sustainability Manager selected Favini’s Shiro Alga Carta White paper. This is FSC certified stock from renewable, carbon offset sources which fittingly includes unwanted aquatic plant matter - helping protect fragile marine areas. With responsible decoration using Foilco’s ‘Zero 2 Landfill’ foil, its easy deconstruction allows the durable bags, pouches and tins to be reused and repurposed; a toy box, utensil holder and plant pot are just a few of the ideas we’ve seen shared on social media.

The end result is a striking, adaptable design with sustainability at its heart; truly conscious gifting. On its launch, there was naturally a wave of positive response from consumers.

As an agency specialising in aspirational brands, creating sustainable packaging that still delivers the sensorial, tactile and culturally relevant experiences expected by aspirational consumers, we are only too aware of the complexities of creating packaging that ‘ticks all the boxes.’

If you want to be more conscious in your design or want to know more about how our proprietary Climatic Table™ of 28 sustainable elements can help navigate the stormy waters of ecological design whilst still delivering distinctive brand experiences; then we’d love to hear from you. Visit www.butterflycannon.com.

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