Sustainability and thus the migration from plastic to metal is coming to all industries. If industries were already thinking about necessary transitions, it seems that Covid has accelerated the whole process. It is the case of Shell, but anticipating a little more.
In 2019, the lubricants brand’s creative agency designed a reusable stainless steel container with a contemporary design for Shell’s Helix Ultra Net Zero Carbon range of lubricants. The Shell container was designed for trial use in France on the Loop circular shopping platform, a platform that allows consumers to buy products in reusable packaging that is returned for cleaning and refilling. Shell thus became, as they themselves commented at the time, “the first lubricants company to create a reusable motor oil container in this century”.
When designing the container, JDO – the creative agency – had to meet three objectives: durability, ease of cleaning and life-cycle optimization, meaning it could be disposed of[1]responsibly at the end of its useful life. Of course, the eyes and ideas went to a material that meets all these requirements: stainless steel.
But how to differentiate yourself if most of the brands on this platform, used this material. Paul Drake, founding partner and creative director of global design agency JDO, talks about it in Packaging World.
“Can we make something that is stainless steel, but still meets that driving feel and excellence and Shell’s geometry and precision values, but with accessibility? How can we put all that in a package instead of just putting it in a stainless steel drum? Can we convey product and brand personality even with a returnable package? “There was no negative response to this challenge. “Beyond finding a solution to reduce waste, we saw our design of a modern reusable canister for Shell Helix as an opportunity to revolutionize the category and increase consumer satisfaction. The new cans not only look sleeker and more affordable, but also have a durability and functionality that would not have been possible with disposable packaging.
In early 2021, the packaging won a PAC 2021 Beat in Class award in sustainability at the PAC Global Leadership Awards.
“It is a great honor to receive the PAC 2021 Best in Class Award in sustainability,” commented Paul Drake, founder and creative director of JDO. “Developing design solutions that minimize a brand’s environmental footprint remains vitally important in our industry, for consumers and for the planet. At JDO, we are constantly working to do our part, seeking out like-minded partners who are committed to positive change. Like Shell, with whom we share this award, as well as Tom Szaky, founder and CEO of TerraCycle, the driving force behind the Loop initiative.”
