Sustainability = Minimalism?
The less is more approach surely is a win-win if your company and brand is focused on sustainability.
The less is more approach surely is a win-win if your company and brand is focused on sustainability. The less processes involved in making your product, printing your literature, or creating your online presence surely is the best way to reflect your environmental and sustainability ethos.
Recently, in a limited UK trial, Sprite have taken that approach to the max recently by removing the labels from all their bottles. Coca-Cola say on their website “It’s clear that the world has a packaging waste problem, and we have a responsibility to help solve it. Finding new ways to evolve our bottle design, make recycling simpler and reduce waste are important ways we aim to minimise the impact of our packaging on the environment.”
Coca-Cola in South Korea have also adopted the same non-label approach to increase recycling efficiency. “The Coca-Cola Company not only removed the label to increase recycling efficiency, but also to open the non label 2.0 era with ‘Coca-Cola Contour Label Free’ that enhanced brand heritage,” said a representative from the company.
It’s a bold move as the cap colours are the only real stand-out feature of the brand and even that is non-existent on the zero sugar variants. From an ecological viewpoint it’s the perfect approach. But is it at the expense shelf standout and ultimately sales? I guess time will tell and we look forward to finding out the results of this full-on, stripped back ‘naked’ approach is a winner with consumers!