Shifting design mindsets and aligning packaging with consumer behaviour and sustainability goals were central themes in the 'Future of Sustainable Packaging Design: Shifting design mindsets' session at the Australian Packaging Conference.
Moderated by Ben McCulloch, product manager (rPET) at Martogg, the panel featured Kitty Sandoval, senior packaging manager at Suntory Oceania; Kelly Taylor, business development manager - Aldi ,TrendPac; and Brent Vrdoljak, founder of creative agency Mind Control.
Sandoval introduced the Japanese concept of Seikatsusha, a philosophy that views people not just as consumers, but as individuals with full, complex lives. This approach, she explained, guides Suntory’s packaging strategy by focusing on lifestyle alignment and emotional connection. She cited the redesign of Lucozade’s packaging as an example: shifting from a full plastic sleeve to a half-sleeve allowed for better recyclability while maintaining brand recognition.
Taylor spoke about TrendPac's development of Aldi’s “Green Action Bottle” and the challenges of sustainable redesign, including concerns about product recognisability and shelf presence. The final outcome delivered a 25 per cent weight reduction and is made from 100 per cent recycled PET (rPET). “Environmental goals are essential, but they must be balanced with brand identity and consumer habits,” she said.
Vrdoljak focused on behavioural design and how shoppers perceive sustainability. He opened with the quote, “people buy value, not values,” and challenged the audience to consider what sustainability looks like to consumers. He talked about both failed and successful packaging redesigns, including Earth Choice’s transition to a refillable aluminium bottle and pouch system.
“People shop by colour,” he said, noting that even well-intentioned changes can lead to a loss in sales if they disrupt familiar visual cues. He concluded with saying “Slow change is effective, take baby steps.”
The session reinforced the need for a careful, consumer-focused approach to sustainable packaging – balancing technical innovation with real-world behaviour and thoughtful design.
