Branding and design agency Frost*collective will launch a new packaging division focused on 'mindful packaging' next month.
Called 'Jack', the division aims to solve problems caused by overpackaging and drive change in the way goods are packaged and designed.
The division will be headed up by brand marketer Lisa Mathews, who has a passion for engaging storytelling and iconic design.
“Packaging can be a powerful vehicle for doing better in the world,” she says.
“In a culture driven by excess and confusion, packaging designers must take responsibility for how we transform brand and consumer motivations from quantity to quality – from one-way thinking to circular thinking.”
Mathews says consumer demand for interactive packs, pre‐portioned packs, microwaveable packs, and single-serve packs is a cue for brand owners to become more mindful of their designs.
She believes there are too many different types of plastic, and too much confusion about what's recyclable.
“Let’s stop looking for miracle materials that will save the day, do more with what we’ve got, and design with purpose: removing the superfluous, keeping the essential, and providing only what is necessary to deliver a great branded experience.”
Jack will help brands re-think the way they tell their story through more mindful and accessible packaging.
