Avenue Meals Field, designed by White Bear Studio have tapped into a vital reality to create this sustainable, modern, and moveable meals container. When near 50% of recyclables find yourself in landfills or incineration, it is sensible to seek out different methods to assist the surroundings. That is the place Avenue Meals Field is available in and motivates shoppers to reuse as a lot, if no more, than they recycle.
The field itself is made out of PRIPLAK®, a patented polypropylene, it’s out there in a variety of colours, and will be printed with any custom-ordered design. The fabric has obtained the triple certification for the surroundings, it is halogen free, non-toxic, and is 100% recyclable.
Subsequent time you are packing your breakfast, lunch, or dinner to go, image this sustainable field you may and must be utilizing.
Avenue Meals Field is a product for meals realists, time-poor urbanites, and a technology that values the surroundings as a lot as their takeaway lunch. We had been challenged to coach shoppers on the significance of reusing over recycling (50% of recycling goes to landfill or incineration), and create pleasure within the buyer’s eyes about being a part of one thing larger than them. Equally, the model messaging wanted to be as easy and impactful because the product.
The frequent false impression is that recycling is a straightforward approach to scale back environmental influence, so exploring the themes of recycling alongside reuse was an apparent first step. Recycling is so universally recognized, it has its personal emblem. This impressed us to remodel the Avenue Meals Field itself into its personal recognizable image for reuse. The brand and model icon conveys your entire objective of Avenue Meals Field earlier than opening the packaging.
To generate emotional connection and a way of engagement with the model’s objective, we performed with intentionally provocative language like ‘Don’t recycle, reuse’. The marketing campaign strapline ‘Eat, Rinse, Sleep, Repeat,’ tells clients methods to use the product whereas concurrently ringing loud as a memorable model mantra. In an analogous repetitive fashion, we created a sample for use throughout packaging, customisable to the fast-food chain it’ll seem in.
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