Earth-friendly packaging is great, except when it doesn't work

Posted on Fri Jan 9 2009

Newton copy

Here's some funky athletic-shoe packaging by TDA in Denver for Newton Running. It's been getting lots of attention for its egg-carton-ish design, which would cut down on the amount of already Earth-friendly material being used. It's been featured on various design blogs, in Communication Arts and on Treehugger, where there was quite a bit of rejoicing. Unfortunately, it won't see the light of day.
  "We're a little late to the party here," a Newton rep says near the bottom of the Treehugger comments string, "but we were frankly surprised by all the media coverage of a box that we never actually produced. ... The shoebox featured in this story was designed by our advertising agency and submitted to several design competitions. We liked this design but after a lot of research we discovered it is not very sustainable for us to produce or ship the molded pulp shoe boxes."
  Newton goes into more detail on its own blog, where it shows off the shoebox it's chosen instead—a regular rectangular one that uses 100-percent post-consumer waste and soy-based inks. The other design? Not much more than a pretty package.
  Via @Takeoff and Lovely Package.

—Posted by Tim Nudd


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