Episode #13: How can branding add value to your journey to sustainability?

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Episode #13: Podcast Show Notes

Introduction

Did you know that the design stage determines 80% of a product’s environmental impact and costs? What if a creative agency would help your transformation at the branding level, which definitely has something to do with design? 

With Hélène Piette, we spoke about how Dragon Rouge London can add value to your brand and your journey to sustainability. They work with companies such as the Coca Cola Company, Essity, the Hero Group, Mondelez, and Danone, to name a few.

In this episode, 

  • You will learn at what phase it is the most relevant to start the conversation about how your product is going to be packaged in order to bring more positive impact. 

  • We also talked about the aftereffects of small little changes in design like openings, color, and information on and about packaging. 

  • Be ready to discover inspiring examples of big companies to picture some packaging issues and solutions.

I enjoyed this conversation highlighting the necessary knowledge, education, and expertise to make shifts internally and externally to the end consumer. All this, in the respect of where the companies are in their sustainable journey and in the strongness of their identity!

Where to find Hélène and Dragon Rouge

Hélène’s recommended resource for our audience

Little notes

  • The source of the 80% mentioned in the introduction: the web graphics from the European Parliamentary Research Service (EPRS) https://www.europarl.europa.eu/thinktank/infographics/circulareconomy/public/index.html, or the brochure ''Ecodesign Your Future; How Ecodesign can help the environment by making products smarter'' from the European Commission.

  • ''Green Design: Design for the Environment'' is the complete title of the book written in 1997 by Dorothy Mackenzie (the Chair of Dragon Rouge London) and mentioned at the beginning of the interview.  

  • Hélène talked about the NPD phase. For people not familiar with this acronym, it means ''New Product Development'' phase.

  • Colienne mentioned the example of the reusable black cup of ShareWares. To learn more about it, listen to episode 12 with Cody Irwin: https://www.look4loops.com/packaging-podcast/ep12-reusable-cup-takeout.

About Hélène Piette from Dragon Rouge London

Hélène Piette is Account Director at Dragon Rouge London. She has been working at the creative agency for 8 years across corporate and consumer clients. Her role is in the client leadership team, where she works along side the clients and the internal teams to make sure projects run smoothly. 

She studied Graphic design and Marketing in England and has worked in creative agencies for over 10 years. 

Podcast music

Special thanks to Joachim Regout who made the jingle. Have a look at his work here.

I am happy to bring a sample of our strong bonds on these sound waves. Since I was a child, he made me discover a wide range of music of all kinds. I am also delighted he is a nature lover and shares the Look4Loops 'out of the box philosophy'. He is an inspiring source of creativity for me.

Colienne RegoutDragon Rouge