With roughly 30,000 new products launching each year, there are two ways to ensure that your brand can plan for a successful launch. The first is innovation – in format, execution or delivery; the second is meaningful storytelling. Both have the power to set you apart from the competition.
At Nirvana CPH, our world begins where the product finishes. We support brands in building a world around their products that engages their audience, reflects their values and fulfils their creative ambitions. At the heart of this world are materials.
Nowadays, we often advise brands to start at the end – by looking at waste. Upcycling unwanted by-products from an industry is not only potentially beneficial for the planet; it also adds another dimension to the stories premium brands can tell through their products and packaging.
Considering that agricultural produce is already used in the production of premium products such as oils, cosmetics, perfumes, dyes, biomaterials and leathers, we encourage brands to take one step further and look into by-products. Why not use these waste materials to tell a more holistic, wholesome story about your brand?
There’s certainly plenty of waste to choose from. It might come from the vineyards around Venice and Verona, internationally recognised for their Prosecco and Valpolicella wines; from ‘depectinised mash’, a by-product of the citrus beverage industry; or even from kiwi hair, which is almost entirely removed before the fruit reaches supermarket shelves.
The use of these by-products in materials also comes with commercial benefits. Unwanted residues, which would otherwise be discarded, can be acquired more cheaply than virgin fibres. It doesn’t have to cost the planet – and it doesn’t have to cost your brand, either.
CRUSH by Favini
With the above in mind, our fourth choice is Crush by Favini. It is a paper collection that builds on Favini’s environmental heritage and use of unusual alternative fibres to make premium sustainable papers.
Crush is the ecological range of uncoated papers made using residues from organic products such as citrus fruits, corn, olives, coffee, kiwi fruits, barley (not standard), cherries, lavender, grapes, hazelnuts and almonds – each of which replace up to 15% of virgin tree pulp. The specially milled particles from agro-industrial processing give Crush its recognisable shades, making it ideal for the most creative projects.
1. Source of fibre: 15% of alternative fibre source obtained from GMO-free agro-industrial waste, 40% of recycled PCW cellulose fibre, 45% FSC-certified virgin cellulose fibres.
2. Making process: Produced in the Rossano Mill, situated in Rossano Veneto, Italy. The hydra-pulper at the Rossano Mill mixes various ingredients with water: virgin tree cellulose; post-consumer recycled fibre; fibres from annual plants (cotton, bamboo and bagasse); and pre-consumer waste such as cutting trimmings. These different fibre types give specific characteristics to each paper.
Other alternative fibres that were harnessed by Favini are the specially milled particles from agro-industrial processing: coffee, kiwi, corn, almonds, hazelnuts, lavender, cherries, grapes, citrus fruits, or olives. Crucially, these can be replaced with waste provided by a brand for a bespoke making. The production process is also Elemental Chlorine Free (ECF), Acid Free, Carbon Black Free and Reach Compliant.
3. Energy: Produced with 100% green energy.
4. Water: Overall, in years 2009-2018 the mill was able to achieve -40% reduction in water consumption.
5. Carbon emissions: Thanks to Crush’s use of agro-industrial by-products and 100% green energy, Favini has achieved a 20% reduction in greenhouse gas emission (when comparing Crush to a paper with similar characteristics, without by-products being used and produced with conventional energy). Full LCA report can be accessed here. The emissions generated by Crush are fully offset thanks to Carbon Credits acquired by Favini, which finance activities that absorb CO2 in the atmosphere.
6. Recyclability: At the end of life this material can be recycled, is biodegradable and certified compostable.
7. Functionality: Positioned to replace 100% virgin cellulose papers and through utilising agricultural by-products equipping the paper with unique sustainable story.
8. Finishing: Every method of printing, embossing, punching, die cutting, creasing, hot foil stamping, laminating and UV varnishing is possible.
9. Weights: 100, 120, 200, 250, 350 gsm (available weights are subject to off-the-shelf colour)
10. Applications: Crush is suitable for all applications, including luxury packaging, brochures, stationery tags, cards and labels.
11. Sustainable story: What truly sets Crush apart is the sustainable story your brand can tell with it. The by-products created in the making of your products can be used to produce paper for your packaging and printed materials ensuring a better use of resources and more efficient material flows. This can be exemplified by grapes residues being used for wine packaging and labelling.
This paper collection can be found here.
If you like what you see, and require further information on any of the papers featured in our series, please contact firstname.lastname@example.org. We’ll be more than happy to help you tell your brand’s sustainable story.
(Image Credit: Courtesy of Favini & Avery Dennison)