Think outside the box… to make a better box.
- Start with your materials
- Trade lines for circles
- Rethink your printing process
- Less is more
- Make sustainability part of your story
- Collaborate with conscious suppliers
- The small things that make a big difference
- Designing for longevity
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What’s in the box?
No, not inside the box. IN the box.
Today’s customers are asking more questions about packaging. They want to know where materials come from, how they’re made, and what happens to them after they’re used. For design-led businesses who are proud of their green credentials, this means taking a serious look at how every creative choice impacts the planet.
The sustainable packaging market was valued at over $270 billion dollars in 2024, and continues to grow. That’s why sustainability is now a part of our design process. With an exciting array of new materials and printing techniques available, creating beautiful, responsible brand assets is now within reach of many more organisations. Here’s how to make your printed and packaged materials as eco-friendly as your customers expect them to be.
Start with your materials
Let’s begin at the beginning: your paper, card, and packaging substrates. Traditional paper production relies on virgin pulp from trees and comes at a high environmental cost. The options for recycled and responsibly sourced materials have grown massively in recent years, and no longer resemble grey sludgy paper towels (unless that’s the aesthetic you were looking for!).
Recycled papers now come in high-quality finishes that are virtually indistinguishable from the smoothest virgin stock. You can find premium recycled ranges made with post-consumer waste, while others blend recycled fibres with agricultural by-products like straw or coffee husks for added texture and durability.
If you need to use virgin paper, ensure it’s FSC-certified. This guarantees that the material has been responsibly sourced and supports sustainable forestry practices. The FSC logo is widely recognised and signals to your customers that you care about transparency and traceability.
Kraft board and corrugated cardboard are the go-to sustainable heroes of packaging. They’re strong, easily recyclable, and now available in refined finishes that look anything but basic. We’ve also seen a rise in progressive companies seeking out bioplastics made from cornstarch or sugarcane, which offer the convenience of traditional plastics without the environmental baggage.
Trade lines for circles
A circular design mindset is formed around one simple question: what happens to my product at the end of its life? Designing for a circular economy means your materials need to look good when they leave the printer and look forward to a responsible afterlife.
Choose materials that are recyclable, compostable, or reusable. Mixed materials, such as paper laminated with plastic, are notoriously difficult to recycle and will probably end up in landfill. Opt for single-material designs where possible. You can use vegetable-based coatings instead of plastic film for a glossy finish, and switch to water-based varnishes for protection and sheen.
Forward-thinking brands are even experimenting with seed paper, a biodegradable material embedded with wildflower seeds. When planted, it decomposes and sprouts, rather than adding to the landfill. It’s a small touch, but a bold statement about their brand’s values.
Rethink your printing process
Even if you’ve secured the best sustainable paper, traditional printing processes can be tough on the environment. Petroleum-based inks, harsh chemicals, and excessive water usage all contribute to pollution. But better, cleaner alternatives are here.
Vegetable-based inks made from linseed, soya, or other natural oils have become the standard for eco-friendly printing. They still produce vibrant colours, but use fewer volatile organic compounds (VOCs), and are much easier to remove during recycling.
Digital printing also offers environmental benefits for small print runs. Unlike old-school offset printing, digital presses don’t require plates or large-scale setup, cutting out waste and lowering energy consumption. Plus, you print only what you need, avoiding unnecessary overproduction.
For larger jobs, look for printers that are ISO 14001-certified (Environmental Management Systems) or those using carbon-neutral printing services. Many print houses now offset their emissions through renewable energy or reforestation projects.
Less is more
Good sustainable design is also about what you don’t use. Reducing excess ink coverage, unnecessary finishes, and oversized packaging all minimise your environmental footprint.
Minimalism doesn’t mean bland or empty. Done well, it screams clarity and intention. Think of Apple’s stripped-back iPhone boxes or Aesop’s earthy, type-driven labels. Both examples manage to convey luxury and purpose without waste.
When designing packaging, use die-cuts and folding techniques that minimise material offcuts. Experiment with modular designs that work across multiple product sizes or functions. If your packaging can be reused for storage, gift wrap, or even as decor, it’s a huge plus for both your customers and the planet.
And don’t forget about colour choices. Using fewer colours, or choosing natural tones that require less chemical processing, can make a meaningful difference. If your design works in a single colour or monochrome palette, you’ve made strides towards a greener product.
Make sustainability part of your story
Eco-friendly printing and packaging is an opportunity to bring some authenticity to your brand story.
Consumers today know about greenwashing and aren’t easily duped by meaningless claims. The brands that stand out are those that communicate their values, and outline the specific actions they take to support them. Packaging is an opportunity to educate your audience on the work you’re doing behind the scenes. Your small note explaining that your box is made from 100% recycled fibres or printed with vegetable inks helps customers feel part of your mission.
QR codes can be used creatively here too. Instead of cluttering packaging with lengthy information, you can link to a webpage detailing your materials, suppliers, or carbon offset projects. Transparency builds trust, which in time evolves into loyalty.
Collaborate with conscious suppliers
Partnering with suppliers, printers, and manufacturers who share your values will help you achieve real impact.
When vetting potential partners, ask questions:
- What sustainability certifications do they hold?
- Do they use renewable energy?
- How do they handle waste and recycling?
- Are their inks, adhesives, and coatings non-toxic?
These conversations will encourage the industry as a whole to do better. Many print houses now offer impact reports for each project, giving you tangible data to share with your clients or customers.
The small things that make a big difference
Switching from plastic packing tape to paper tape, replacing bubble wrap with corrugated inserts, or using compostable stickers instead of vinyl ones. These micro-decisions add up to a greener future.
Lightweight, flat-packed designs reduce shipping emissions and costs. If you sell online, consider carbon-neutral delivery options or partner with logistics firms that offset their transport emissions.
When designing business cards, menus, or brochures, think about digital alternatives where appropriate. A PDF or interactive digital catalogue do the job with significantly less environmental impact.
Designing for longevity
Creating timeless, durable pieces that don’t need constant reprinting or redesigning is one of the most effective ways to reduce waste.
Avoid chasing trends that will feel dated in a year – save those for your next TikTok. A well-considered layout, classic typography, and thoughtful colour palette will serve your brand for years to come.
When you create something that’s built to last, you’re automatically designing more responsibly.
The (sustainably packaged) takeaway
Here at Toast, we pursue creativity with conscience by making choices that support your brand’s integrity and the planet’s limits. If you choose materials wisely, design intentionally, and let your materials speak for your values, you can build a brand that customers associate with sustainability and feel good about spending their money with.
We’re big fans of orange, but the future of branding is definitely green.
