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The Packaging Paradigm

Our brain uses context to pre-activate the areas of our brains that correspond to what we expect. Therefore, you can’t blame a person for assuming that using a paper bag is better for the planet than plastic:

Paper=tree=sustainable=doing your bit (wrong)

Humans try to predict what’s coming next and my argument is that we do it within the context of sustainably and material management, because we’re overconfident and our brain presumes what’s coming next based on our nature.

The Packaging Paradigm scheme looks to try and fill these gaps in knowledge by providing a coherent and holistic source of information that allows everyone, including manufacturers to learn deeply about the pro’s and con’s of each material and help everyone find ways to be more sustainable in their actions as we work towards a more circular society.



Strategy & Design

My project aimed to produce an engaging user experience for users who want to find out more about being sustainable in their material usage and the products they buy. 

I have generated an aesthetic that will stand out from the usual sustainability visual design. 


The source of information will be an omni-channel service for manufacturers, food marketers and consumers. It will consist of multiple steps where different consumers can use the service that suits them best for their own needs when it comes to The Packaging Paradigm.The onmi-channel experience will span across web, print, exhibition, in-store and products as the project aims to supply information to all.

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As part of this project I used the service design principles of personas and User Journey Maps. The helped me understand my given users’ needs, experiences, behaviours and goals. After completing these I found a number of essential outcomes that would create a identity and service that covered all areas for my target audience, I will take you through these below; 



A standalone volume of information where food retailers, manufacturers and consumers can use to understand the pros and cons of each type of material used and importance of sustainable packaging in an unbiased and none criticising manner.

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Website for desktop and mobile

A place where the PDF and all other information can be accessed by all potential users of the service, as well as a destination that could solve the problems within the research stage of the UJM. Links to socials can be placed here as an omni-channel service is approached.

Display: Exhibition & Road Show

As per the brief, it was considered that designed stalls or stands fort use at trade shows would be highly beneficial for the project. Stimuli placed within a space can affect the decision making of consumers before buying a product would be highly beneficial. Below you can see the collection of stands and signs that I have created which make use of the posters previously designed and a space to give out the booklet which summarises the projects goals.


As part of the exhibition ephemera I created an interactive habit calculator that would allow users to see what their changes in behaviour amount to in terms of saving materials. I thought it would also be useful to have it on an interactive screen at a trade-show as it would allow for some computer-human interaction at a show to allow visitors to feel like they’re doing some leaning for themselves through a digital form.


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Display: In-store


I have created a number of outcomes that would help impact decision making within a customers shopping trip as I feel it could be one of the best times for the idea to gain attention. I have used the sticker system I produced which rate materials on four attributes and used them on the shelve tickers in the same way that nutritional values are on products, this could help more sustainable shoppers aware of the sustainability of the products they're buying.This would be accompanied by signs promoting the green stickers and other signs discussing misconceptions about packaging.

I also generated a small mockup below which shows how in-store wobblers could be used to help shoppers understand the products they're buying.This example shows the bioplastics wobbler, this would bring the true material to the attention of users as they may just think it was normal plastic, which must be recycled differently. To make this more engaging I decided I would make it augmented reality activated.The video would allow me to explain the ratings of bioplastics based on the scales I created as well as squash any misconceptions about the disposal of these bioplastics and direct shoppers to the collection points within the shop.

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