Kraft Heinz

Kraft Heinz

Sustainable Packaging Design

Context

Kraft is one of the top two food manufacturers worldwide, and owns brands like Maxwell House, Toblerone and Oreo. Kraft has identified a new sustainable packaging technology and asked Innovia to explore its attractiveness and usability in a major product category.

Approach

Innovia investigated different ways to communicate sustainability to consumers and how this fits with the brand equity of the product. In parallel, we explored how the technical performance of this new material enables and constrains design directions. With these understandings, we were able to design a portfolio of compelling propositions and pack formats for the product range.

Impact

Innovia delivered photo-realistic visualisations, 3D looks-like models and first-person consumer monologues within the propositions. This work is now being used to gain stakeholder buy-in and to implement a technology that could potentially transform the food packaging industry.