A new approach to recycling
Consumers spend very little time in shelf to buy their garbage bags, and tend to switch brands according to price. However, they don’t want to compromise with safety and efficiency. On the other hand, consumers are more and more concerned with environmental issues and want to have an impact in their daily lives.
Over the years, Handy Bag developed a new approach on recycling, and managed to integrate at least 80% of recycled material in their bags. CBA is tasked with completely reviewing the packaging expression of the range.
An ambitious and impactful packaging
The challenge for CBA was to make this change impactful, easy to understand, in an attractive way, whilst remaining credible and reassuring on the product: overcome the widespread fear about recycled material lack of strength. To do so, the Agency had to face two main challenges :
The first challenge was to make this change impactful and linked to the brand in very small packagings, in order to be seen and understood even in a disinvested market.
The second challenge was to keep the expression of product efficiency and sturdiness obvious, to reassure consumers and keep the brand point of superiority unalienated.
80% of recycled plastic
The formerly coloured background is now fully replaced by kraft, to immediate convey the objective of the Brand. In this transversal background, the bag visual and the denomination come even stronger with more impact than before. The common brand statement “80% of recycled plastic” emerges from the logotype, to show the Brand investment, and comes in the product colour, to definitely link new material with efficacy in consumers’ mind.
CBA also develops out-of-pack elements to continue the story and make it even more impactful in stores.