Putting an end to greenwashing in packaging design
Judges from the Branding and Packaging Design juries discuss work that inspired them
In this insight session, our panel of jurors debate whether we're finally seeing an end to greenwashing in packaging design. For Sarah Moffat, Chief Creative Officer at Turner Duckworth, brands that succeeded in this sphere were those whose packaging rejected throwaway culture in favour of something truly beautiful: "brilliant designs, brilliantly executed."
And although it's an exciting time for innovative and sustainable packaging design, juror Hiren Dedhia, Design Head for India at Diageo, warns that as sustainability becomes a routine and expected part of the process, there are some brands who aren't quite what they seem: "wolves in sheep's clothing." In particular, the jurors railed against a growing trend of brands using recycled materials to design huge volumes of excess packaging – the needless waste counteracting any initial good.
The panel also debates the increasing need for accessibility in packaging design, whether that's in a practical sense, with packaging that's easier to open and close, or in an inclusive sense, with brands reaching out to communities outside of their target audiences.
Watch D&AD jurors unpack more work that captured, provoked and entertained them here.
