Shapely, Reusable Steel Can is a Motor Oil First

摘要

For Paul Drake, founding partner and Creative Director of global design agency JDO, his firm's work in 2019 on a reusable, stainless-steel container in a contemporary, elegant design for Shell's Helix Ultra Net Zero Carbon lubricants range is a good example of the "lane-change moment" the CPG industry is experiencing-of which, he said, "we don't get many." "As an industry, I think we have become more and more aware of the wastefulness of everything we do," he says. "I believe COVID and other things are forcing a lane-change moment. There's an opportunity to look at the world differently. I think it's [reusable packaging] long overdue; we desperately need it." From a design standpoint, he adds, the opportunity to "design the perfect pack for a product," rather than designing around the constraints of the supply chain, such as manufacturing tolerances, palletization, shelf-ready packaging, brand standout on shelf, etc., is an exciting one. "There's a whole new potential for what a package does and how we live with it," he says. "In theory, it might be beautiful and more elegant, and we might keep it at home for longer. And from that perspective, it's very exciting."