Gucci Updates Its Packaging With A ‘Green’ 360 Program
Gucci is akign the ‘how you package it matters’ lesson to heart with the firms newest updated packaging program that is biodegradable.
The program is made up of an ornate green decorative pattern embossed onto paper bags and cardboard boxes. Beige tissue paper featuring the same pattern is used to wrap pieces. Natural-coloured dust bags and suit carriers are also utilised, and throughout the packaging the Gucci logo is rendered in black. Significantly, in keeping with Gucci’s commitment to sustainability, the packaging has been created with strategic design choices at every step to have a reduced impact on the environment. All paper and cardboard come from sustainably managed forest sources and an uncoated paper has been used to ensure it is fully recyclable. The paper is also colored a unique green at the beginning of the production process to reduce the use of inks.
The shopping bag handles are black torchon made of 100% recycled polyester and knotted to avoid using glues. Garment and dust bags materials are a mix of regenerated cotton and recycled polyester. Black grosgrain ribbons are 100% organic cotton. Hangers are made of recycled polystyrene.
Gucci’s supply chain has been carbon neutral since 2018. the firms environmental P&L report for 2019 showed a 39% reduction in greenhouse gas emissions. To help offset the REED-plus (reducing emissions from deforestation and forest degradation) Gucci is working to restore mangroves in Honduras.
Packaging offers brands unique opportunity to both streamline their environmental footprint as well as generate brand awareness. Shopping bags are after all the best form of advertising in high traffic shopping districts and with the advent of social, can go even further than that. Gucci has developed a program that in itself is a collectable and we are confident their packaging isn’t the only thing that will be green this season as the competitive set may turn green too.
