Packaging For The Many People

Insights, strategy and concept exploration for IKEA Food disposable packaging. In collaboration with IKEA we developed a concept with structural and graphic design. Answering — how can packaging be a part of making a better everyday life for the many people?

The demand for sustainable packaging solutions is increasing everyday. New legislation, consumer awareness and the pure will from individuals to have a positive impact is pushing the questions to new heights. Lifestyles are changing rapidly and we eat more on-the-go than ever before, alongside this development our awareness of the impact that lifestyle has on the world is increasing. IKEA Food came to us saying — we want to do something about this!

So, together with IKEA and a great team of industrial designers, graphic designers, and strategist we set out to see if we could create packaging that contributed to a better everyday life for the many people, finding the changes that really matters. When serving millions of people around the world — every change is a big change. By 2020, items like straws, cutlery, cups and plates will be replaced by disposables made from 100% renewable sources. IKEA is aiming to contribute to a world without waste and enable people to make more sustainable choices.

We took a dive into how consumers feel about packaging and what they need in their everyday life. What the true pain points of bad packaging can be, and what little details that bring joy. Listening to customers, looking at global trends and exploring materials, new ways of manufacturing and visual expressions that make you feel something we managed to create a packaging concept that highlights sustainable packaging — the IKEA way. We took inspiration from already loved IKEA icons and focused on renewable material and the ambition to phase out single use plastics. Connecting to true IKEA icons in shape and form and using Hej! (Hello in Swedish) to highlight the core of the IKEA welcome. Simple, caring and friendly.