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Maxwell House Zero Waste

By : SLD

GRANDS PRIX DU DESIGN – 14e édition

Discipline : Communication & Brand Design

Categories : Communication Design / Packaging creation : Bronze Certification

Maxwell House pod products are moving to a zero-waste packaging system. Research showed consumers are willing to pay more for eco-friendly packaged products. In the coffee industry takeaway cups and pods are two key sustainability challenges. However, consumers do like the convenience they provide. A zero-waste pod package provides the best of both worlds: a great, easy cup of coffee from a trusted brand, and a sustainable system. The key challenge was to ensure consumers felt they could trust the message, that they clearly understood how to properly dispose of the materials and to tell a great story. As the first to the Canadian market with zero-waste pods, the package needed to offer detailed but simple education. On the back of the pack, consumers find information on materials and proper disposal. A clear disruptive tearaway makes the package stand out, and simple storytelling helps consumers complete the loop.

Collaboration

SLD

The project in images

Photo credit : Mark Willard

Signage & Branding

Photo credit : Mark Willard

Signage & Branding

Photo credit : Mark Willard

Signage & Branding

Photo credit : Mark Willard

Signage & Branding

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