MUSTAD PACKAGING
Making sustainabilty cool and intergrating the new brand frame
Revamping the entire packaging was a challenge I eagerly embraced, aligning with a value I championed within the Global Management Team: Sustainability. My mission was clear—eliminate plastic, incorporate recycled materials and eco-friendly inks, and align with the new product strategy. The goal was functionality optimized for both stores and shipping.
Recycled packaging often carries a dull reputation, and I aimed to change that perception to something cool. Facing this challenge head-on, I started from scratch without sample references or shortcuts. The development spanned across the EU, the US, and China, demanding significant time, energy, and financial investment. The outcome fills me with pride.
Not only did this initiative transform our packaging, but it also contributed to addressing an ongoing global problem. The endeavor was launched at the 2019 Efttex show in Brussels.
Product and packaging launch,
EFTTEX in Amsterdam, 2019
As the Global Design & Marketing Manager at Mustad, I played a vital role in the Global Management Team, where I advocated for and presented a new value and strategy to guide Mustad towards sustainability. The vision was clear: "We acknowledge that we are part of a global problem, but now we actively contribute to solving it." Significant investments were made, and an ambitious plan was executed for a company operating in 162 countries.
Our commitment extended beyond eliminating plastic from our production; it was a conscious choice for the end user. This shift also meant embracing transparency throughout all channels. While minimizing environmental impact was crucial, becoming a strong social influencer became an equally important narrative. This multifaceted approach not only aligns with Mustad's commitment to sustainability but also strengthens the brand across various dimensions.