DS Smith partners with Filir do.o for creative Easter packaging solutions

Sustainable packaging solutions firm DS Smith has teamed-up with confectionery distributor Filir d.o.o. to redesign packaging for the brand’s Easter product series, writes Neill Barston.

As the company explained, it has exchanged traditional plastic packaging for seasonal snacks and candies this month with a fibre-based and 100% recyclable fibre packaging solution and and sought to replace the plastic bag that was previously used within its portfolio.

The firm’s designers envisaged its latest design to contain less materials and minimise waste, and it has an extended lifecycle for reuse as a gift bag. Key features include a locking system that is intended to prevent the chocolate boxes from being opened before use.

Notably, the Filir do.o. product is part of a unique ‘unboxing’ experience whereby the product inside is intended to be a surprise. In addition, the green-coloured artwork on the new packaging makes for a striking product differentiation from competitor brands. The chocolate boxes are easy to assemble and fitted with a corrugated cardboard carry handle for additional versatility and usability.

Furthermore, the DS Smith team of designers applied their unique Circular Design Metrics (CDM) approach to rate and compare the circularity of the packaging designs across eight different indicators. The Circular Design Metrics, an industry first, give a clear indication of a packaging design’s sustainability performance, and where to focus attention. The new packaging is 100% recyclable, and reusable, and manufactured to keep the product and materials in use for longer.

Jasmina Cuković, Cluster Innovation Specialist, DS Smith Packaging, Croatia commented: “We have been delighted to participate in this plastic replacement project and the primary challenge was to develop a creative packaging solution to maintain and build on the functionality of this popular Easter gift, while maintaining an arresting and recognisable shelf presence for the supermarkets and vendors. It was also vital to ensure the fun-based reuse options and repurposing opportunities for customers after purchase. We applied our DS Smith Circular Design Principles and approach to eliminate even the smallest amounts of plastic in the packaging and apply rigorous testing of its sustainable strengths and weaknesses.”


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