DS Smith and Martins Brewery partner to create sustainable fibre-based 6-packhandle packaging solution with experiential element for organic beer consumers
We are working in partnership with Martins Brewery to create a custom-made sustainable 6-packhandle packaging solution for holding the glass bottles of organic beer together, while incorporating functionality and entertainment into the core sustainable packaging concept.
The new 6-packhandle packaging solution is designed to create a memorable experience and enhance the purchasing and ‘unboxing’ experience of the brewery’s customers. The unpacking process is designed to be simple, and the corrugated cardboard solution has a clever folding system for the creation of six individual beer compartments. As a part of its fun factor, the brewery has placed a range of mathematical puzzles inside the packaging for customers to explore and as a part of the brand’s sociable ethos.
The packaging solution is made from 100% recyclable material in the form of uncoloured brown cardboard and is constructed with eco-friendly adhesive. The 6-packhandle is designed for simple construction and manual folding. Consequently, it can be implemented into the manufacture and production process without the need for complex machinery or special equipment.
The eco brown cardboard design is bold and impactful to clearly communicate the brewery brand’s values, and the 6-packhandle is designed to allow for distinctive printing on its external sides and a large space for brand storytelling. The overall structure of the packaging is held together with eco-friendly glue.
The packaging design theme was created by Martins Brewery manager, Alexandra Pilková, who was inspired by popular themes among the brand’s social media followers, and according to Norbert Pilka, CEO, Martins Brewery:
“Our products have a sustainable ethos. We wanted to combine ‘logically ecological beer’ with sustainable packaging and the design concept immediately catches the customer’s attention in a retail environment and the packaging contains maths and fun tasks that are reflect the individuality of the Martin’s brewery brand for our customers. The puzzles, like the recyclable packaging can be reused. We feel that we have achieved a high-quality product, innovation, functionality, and an attractive design all-in-one.”
The DS Smith design team apply their bespoke industry-first and unique Circular Design Metrics (CDM) tools to measure and quantify the sustainability performance of each of their packaging solutions across eight key indicators, ranging from carbon footprint, reuse, supply chain optimisation, recyclability, and material utilisation to recycled content.
Martin Němec, Subregional Managing Director, DS Smith
“We are thrilled for this opportunity to collaborate with Martins Brewery and to produce a solution that has an innovative, interactive, and memorable component. Our design team also set out to support this customer in reducing the volume and number of materials and with a focus on keeping these materials in use for longer. We have also worked hard to ensure that these holders can be easily constructed.”
Through its purpose of Redefining Packaging for a Changing World and its companywide Now and Next sustainability strategy, DS Smith is committed to leading a transition to the circular economy and to delivering innovative sustainable packaging solutions for its customers and society at large.
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