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Background

LA+B worked with Kristina De Verdier to help Orkla Health transition to more sustainable packaging when launching a new iconic range for their dietary supplement brands in the Nordic Markets.
In less than 2 years, Orkla plans on replacing the packaging for more than 240 dietary supplement products within 20 brands in 8 countries. The new concept will use 48-100% recycled plastic with a plastic label from renewable resources. By contributing to a circular economy, reducing annual emissions by approximately 17 tonnes, Orkla will contribute to the UN’s sustainability goals. 

Thinking
The 29 different package types (different sizes and materials) were causing a high degree of complexity and complicating the possibilities of a more sustainable offering.
Our mission was to design a new modular concept functional in the factory as well as across many markets and brands. To make that happen, we used a holistic approach- reviewing everything from material, form, and usability to production and logistics.  We saw the importance of an engaging design that establishes a close relationship with the consumer both in terms of usability and nudging towards the right choices post-use. 
With respect for the environment, the compactness of people’s homes, and the increasing demand for e-commerce, the team decided to explore simplicity early in the process. In a world where people have too many things, too many choices, and too little timethe non-essential elements were removed.



Doing

A compact square shape was created, more streamlined for storage and environmental footprint than circular-shaped packages. The new package consists of recycled plastic (R-PET) with new labels made of bio-based plastics. In terms of appearance, recycled plastic gives a slight greyish tone compared to new plastic, differentiating it in the eyes of consumers.
Also, improving ergonomics was considered through redesigning the opening experience. The square shape makes the package easier to grip and open. 

Results
Package production of recycled plastic requires 80% less energy compared to new plastic. In a world where sustainability is essential, people are subconsciously (and consciously) searching for natural cues in packaging such as eco-smart shapes, material choices, and other new signifiers. Orkla’s new design not only improves factory and transport efficiency but also improves the overall customer experience. 


The key mission for this project has been to make the packaging more sustainable, and it was done in a holistic way; reviewing everything from material, form and usability, to production and logistics. With respect for environment, the compactness of people’s homes and an increasing demand for e-commerce, the team, early in the process, decided to explore simplicity. In a world where people have too many things, too many choices and too little time, non-essential elements were removed. So, a compact square shapewas created, which is more streamlined for storage and environmental footprint than the circular-shaped packages. Also the importance of improving ergonomics was considered, through redesigning the opening experience. The square shape makes the package easier to grip and to open.

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