Yes, this work was done outside the partly cloudy world of reality, however the designer did what most clients are too afraid to do; re-imagine packaging based on how a product is used.
Just switching to a recycled, recyclable or compostable material often won't make a significant environmental impact. And worse, it may reduce the consumer's packaging/product experience. The designer's goal was eliminating materials, but the end results are unconventional, category challenging solutions with built in sustainability. With the rush to "go green" we have an opportunity to show clients what packaging can be.
Focusing first on a product's use can give us a foundation for exploring the right materials and form. It has the potential to generate user delight through the package as an object itself, not necessarily through knowing it's sustainable through material alone.
JM/ER
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