When done right, sustainability isn’t a limitation—it’s a creative springboard.
If built into the foundation of a brand, it doesn’t just help the brand outlast the trend cycle, but reshape it. This starts with a clear and committed point of view, circular thinking from the outset, and design that means what it says.
Authors of this article—Alex Lohmann, Creative Director, and Sam Hartman, Senior Strategist—lead LPK’s sustainability cohort. In this piece, they share how brands can embed sustainability at the core to drive smarter strategies, sharper narratives and stronger resilience.
Drop the greenwashing—make truly green glow-ups happen.
Sustainability-focused brands and initiatives can be just as inventive, strategic and distinctive as any in the market. The most sustainable brands are the ones people actually want—so why not make the responsible choice irresistible?
- COTY Infiniment elevates the refillable format into an art form with their sculptural product design and artcycling program.
- Horizon Organic’s nourishing and optimistic brand world reflects their commitment to a brighter future through their regenerative agricultural practices and carbon positivity goals.
- Mon Coeur spins whimsical and warm stories from their responsible sourcing credentials.
It all starts with a clear POV. Say what you stand for—and design like you mean it.
Materiality still matters—design for circularity.
Even as some brands stall and regulations lag, material innovation continues to push forward. Extended producer responsibility laws are gaining traction in states like California and Oregon—pushing brands to design packaging that lasts longer, wastes less and signals their leadership.
That’s why we always say: think circular—not just recyclable. Start at the end. Building for reuse, recovery, and regeneration from the outset helps brands stay ahead of policy and consumer expectations.
Brands that act with intention aren’t just responding—they’re setting the bar:
- Bureo is using discarded fishing nets as material for products such as Patagonia jackets, turning what would otherwise be waste into high-performance goods.
- Burt’s Bees has introduced 90%+ recycled paper tubes alongside home-compostable wipes, making it easy for consumers to make lighter-impact purchases.
- Kraft Heinz has designed mono-material, recyclable caps for rollout in the UK, proving legacy packaging can evolve.
“Sustainability isn’t a future trend—it’s a present necessity. When brands treat it as an innovation catalyst rather than a constraint, they unlock relevance, resilience and real consumer value.” – Sam Hartman, Senior Strategist
When brands invest in trusted certifications, strategic partnerships and blockchain-integrated smart packaging, they do more than check a box, they build lasting trust.
Earn loyalty with transparency that’s proven, not performed.
For today’s eco-conscious consumer, this level of transparency isn’t a perk—it’s a proof point. Stepping out from behind vague claims and showing the real work signals a commitment to doing business differently.
Progress over perfection: we tell every brand that transparency builds more trust than buzzwords ever could. What matters is showing the effort—and making it visible.
- Certifications such as Fairtrade, FSC, Cradle to Cradle and B-Corp are proven symbols of deep-rooted sustainable practices. We’re also seeing an emergence of certifications from the Regenerative Organic Alliance.
- Bumble Bee Seafood is using blockchain to enable consumers to trace their catch back to the source, turning the pack into a proof point.
Make the responsible choice the obvious one.
Brands can remove friction and empower consumers to take the right action by providing clear, prominent end-of-life instructions. Use pack design to clearly educate consumers on how to effectively dispose of it and prevent “wishcycling” (putting items into a recycling bin with the hope that they will be recycled):
- Bear Naked developed a store-recyclable mono-material pouch and drew attention to their How2Recycle label with additional design cues.
- Proverb clearly delineates compostability — specifically indicating their product is home-compostable, versus in an industrial setting like many others.
- Café Bustelo includes built-in design cues that gently guide consumers to separate recyclable and non-recyclable parts of the product, helping prevent batch contamination.
“Every interaction with your product is a chance to reinforce your values. When sustainability is baked into the design experience, it doesn’t just inform—it inspires.” – Alex Lohmann, Creative Director
Signal Your Values in Every Design Choice
From thoughtful materials to meaningful storytelling, every design decision is a chance to make your values visible and your impact tangible. Building sustainability into your brand isn’t only about chasing perfection—it’s about showing progress, inviting accountability and earning trust.
Let’s stop designing just for the now and start designing for what’s next.
From material innovation to messaging clarity, at LPK, we can help brands turn sustainability into a strategic advantage.
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