Returnable packaging system - European Brand and Packaging ...
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Returnable packaging system © Touch Design Ltd 2021 1
What is Loop? Developed by TerraCycle, Loop is a circular shopping platform that replaces single-use disposable packaging with durable, reusable packaging. Consumers subscribe and order products that are delivered in a specially designed reusable shipping tote instead of a box. © Touch Design Ltd 2021 2
The challenge
Develop a durable 1 pint container that is:
• Reusable at least 100 times
• Easily cleaned
• Widely recyclable at the end of
its service
• Create the best packaging experience
of Häagen-Dazs.
© Touch Design Ltd 2020
2021 3
Consumer insights
Loop provided the opportunity for Häagen-Dazs
to respond to real consumer insights.
Sharp corners Cold hands Quick melting
Current carton tubs have Thin wall carton The carton provides little
sharp corners making it board provides little insulation meaning that
difficult to remove all the insulation making it the ice-cream melts quite
ice-cream uncomfortable to hold quickly, especially in
warm hands
© Touch Design Ltd 2021 4
Loop supply chain considerations
Order online
Worn pack recycled Filling • What does the packaging
• Packs constructed by • Is the pack format compatible with look like online?
easily recycled materials existing filling capabilities? • Is it intuitive?
• Some materials are • Are co-packers required? • Does it look worth the
better than others Return transit premium price?
• Do the packs efficiently
pack for return transit?
Packing
Cleaning
• Does the pack make best use of
• Are the materials and construction
the limited tote space?
methods able to withstand the
• Does the pack work well with
cleaning system repeatedly.
other LOOP products?
• Are there minimal, simple
components to clean?
Return transit Delivery
• Can the consumer rinse easily • Will the pack stand up to the
• Will the pack stand up to the rigours of transit?
rigours of transit?
In use
• Is this the best pack experience a
consumer could have? (storage, open,
dispense, reclose, appearance, etc…)
© Touch Design Ltd 2021 5
Technology trawl
With the design implications this challenging product
lifecycle brings, coupled with the need for recyclability at end
of life, we conducted a material and process technology trawl
to identify the optimum way forward.
Our trawl included materials and processes that:
• Are recyclable at end of life
• Are sustainable
• Are able to withstand low temperatures
• In the case of the outer and lid, insulate the product
• In the case of the inner, do not inhibit product freezing
• Create a tamper proof component lock
• Are robust enough to withstand 100+ journeys
(format and decoration)
• Able to withstand a PH12 and ultrasonic cleaning
process without holding water.
© Touch Design Ltd 2021 6
Product & pack journey A wide range of existing materials and containers were gathered and tested to give us a greater understanding of how the product behaves through its storage and consumption journey. We tested parameters such as: • How the product freezes • Ease of consumption • Re-freezing • In hand feel • Scoopability. This allowed us to make clear decisions on which material combinations would be best for our designs going forward. © Touch Design Ltd 2021 7
Creative platforms Before pen was put to paper we delved into the world of dairy and ice-cream to build platforms which would inspire our designs. These platforms explored how the products behaved, their textures and the forms that they created along with the implements used in their production and consumption. © Touch Design Ltd 2021 8
Concept generation Based on our usage testing findings and aesthetic platform explorations, a range of initial designs where produced. These early designs were used to explore form, functionality and pack lifecycle along with materials, branding and graphic expressions. © Touch Design Ltd 2021 9
Concept generation Wide range of concepts. © Touch Design Ltd 2021 10
Concept generation Wide range of concepts. © Touch Design Ltd 2021 11
Iterative development
Proud
Crowned
© Touch Design Ltd 2021 12Concept selection
Following our technology trawl and initial designs we
filtered the options using cost, feasibility and fit for
Loop as filters.
Construction
feasibility
Cost Fit for
LOOP Stainless steel
100% recyclable
Up to 100% recycled content
Infinitely recycled
Food safe
Corrosion resistant
Durable
Multiple process and
decoration options
© Touch Design Ltd 2021 13Concept development With all parties aligned on a way forward, the team developed a three piece construction to delight consumers and work efficiently through the supply chain. © Touch Design Ltd 2021 14
Simple idea – complex supply chain © Touch Design Ltd 2021 15
Technical development From design lock full 3D CAD production files and prototypes were produced. During this phase the design team worked very closely with manufacturing partners to create a smooth transition from design through to production. © Touch Design Ltd 2021 16
Final design
Features & benefits.
Nestable Freezable
Efficient return transport Single wall structure
and fit with existing for freezing when outer layer
capabilities with outer is removed
insulation removed
© Touch Design Ltd 2021 17Final design
Cost (20,000 units).
Pack cost Cost p/use
$8.30 $0.083
100+ uses
Asset to brand
© Touch Design Ltd 2020
2021 18Final design
Features & benefits.
Same container variable lids
To reduce complexity both the inner core and
insulating sleeve are generic to all flavours with only
the QR coded lids changing between flavours.
© Touch Design Ltd 2021 19Final design
Features & benefits.
Smooth corners No more cold hands Longer lasting texture
The smooth corners now The double walled insulation The double wall insulation
allow all the ice-cream to be stop hands getting frozen around the containers sides
scooped easily and stops warm hands and base ensure the top of
warming the ice-cream the ice cream melts slowly,
prolonging the pleasure
© Touch Design Ltd 2021 20What do consumers say? “The star of the show is probably the reusable Häagen-Dazs ice cream container” “I thought the Häagen-Dazs container was a thing of beauty” “When I saw them participating, my attitude changed towards them. If they are willing to change, then something can actually happen” Consumer verbatims taken from qual research July 2019 © Touch Design Ltd 2021 21
The results
Since its launch the Häagen-Dazs Loop pack has:
• Received 2.4 billion social media hits
• Become the number one selling product in
the Loop US store
• Been successfully used as an in-store refill
solution in 30 Häagen-Dazs stores
• Touch selected by Loop as an approved
design agency.
© Touch Design Ltd 2021 22You can also read
