While It might sound like a Utopia fever-dream, the idea of designing for a circular economy is not all that far away, even when it comes to something as seemingly impossible as permanent packaging.

But it’s also a tricky concept. Not only do you need to change the way people think about shopping, but you also need to entice a consumer brand to care about the packaging they’re putting their product in. And aside from keeping food fresh and intact, why should they? After all, once you purchase something, you’re also buying the vessel it came in. That’s your problem now.