Sustainable Creativity

WRITTEN BY: Russs Mariano

AUTHOR BIO: Russell Mariano has been a creative director for 10 years and has designed products in the beauty industry since 1994. Also known as “Russs Mariano,” he was recognized recently by HBA for his packaging designs for Altera Hair Care. Beauty Packaging magazine has also featured these designs in previous articles. A graduate of Art Center College of Design, Russs’ design sensibilities can be found at www.manjaman.com.

Designers are always faced with the challenge of being innovative. In a world of “it’s been done before” and “show me something I haven’t seen,” the challenge is not just the visual attributes, but now also the physical ones. Designers are the driving force behind sustainability. Whether your ideas suggest a recyclable item or an item made from recycled materials, the issue must be addressed. Demanding sustainable solutions leads to innovating the processes, and can create a new perception of an industry known to be “overindulgent.”

To assist in the design process, we look to the product manufacturersand packaging companies. These professionals are key to resolving the sustainability issues. Their companies spend countless hours in research and development to provide options in the manufacturingprocess. There was a time when you had to ask the right questionsonly to get the response “it hasn’t been done before.” Therein lie the countless hours. Unless we push the envelope, there will be no innovation. No solution. No progress.

Take for instance bottle manufacturing. There are several materials options to consider—PVC, PET, PE—none of which provide a perfect solution. However, a choice has to be made that best supports your sustainability priority: carbon footprint, recyclability, use of post-consumer materials. My particular choice is polyethylene (PE). PE materials can be integrated with post-consumer resin (PCR) from 25% to 75%. Additionally, the entire bottle can be recycled. By working closely with the manufacturer, we discovered the right percentage ofPCR/PE, which did not affect the bottle color, squeezability or high-speed production. For a company that wants to address thesustainability cause, this is a proactive solution. Of course there is the bigger picture, but this is a step in the right direction.

Some believe that the constraints of materials and processes compromise the creative process. My belief is that to be creative, it (the process) has to be strategic. Sustainability strategies must be set in place to guide our industry. Working through your design intentions in conjunction with a sustainable concept leads to a well-thought-out solution. After all, successful design isn’t only in the aesthetics, but in the physical attributes as well.