Clever Little Bag by Puma & Fuseproject

on 8/6/10

Global sport and lifestyle brand, Puma, have opted to redesign their trademark red shoe box with a sustainably-innovative new packaging designed by Yves Behar – founder of Fuseproject and the creative behind the XO Laptop and Jawbone Headset.

The new packaging design cuts paper use by 65% but has been designed to do so in a much more sophisticated and exciting medium rather than the tiresome, hessian bag. The function of this Behar design is also sustainable and acts as both retail packaging and a shopping bag for the customer to take the product home. Branded in ‘Puma red’ and the Puma logo, the packaging is much more than just pure aesthetics.

^{Puma Clever Little Bag}

Clever Little Bag 2 ^{Puma Clever Little Bag}The new rPET package is made from a non-woven plastic that is reinforced by a single, unprinted cardboard – naturally 100% recycled. This bag is a true innovation in terms of eco-friendly, sustainable packaging and key to the success of this new design is the investment into an industrial designer such as Yves Behar. Puma are not alone in the backing of Behar’s expertise; collaborations with the Swiss designer have also included Swarovski, Hussein Chalayan and most recently Issey Miyake, for intelligent, forward thinking products.

^{Puma Clever Little Bag}

^{Puma Sustainable Packaging}

This change for environmental innovation looks obligatory for brands and could prove pivotal to the future of positive brand identity. As consumers become more informed with the relevance of environmental products, expectations shall continue to evolve and the whole spectrum of fashion (from haute couture to high street) is not going to be exempt from the drive for smarter design and sustainable innovation.

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