Pacproject, a design agency based in Hamburg, Germany, serves a global clientele with a distinctive, all-encompassing consultancy approach. Andrew Stack, designer and strategic consultant at Pacproject, recently sat down to emphasize the critical importance of sustainability in the modern packaging design world.

Here, Stack explores the balance between sustainability and design aesthetics, as he discusses Pacproject’s recent collaboration with ACTEGA. Pacproject utilized ECOLEAF technology to provide metallization techniques for labels.

L&NW: Could you shed some light on Pacproject’s inception, its capabilities, and the clientele that you cater to?
AS: Certainly. Pacproject isn’t your typical design agency. Our scope of work extends from brand strategy and design to machine implementation and optimization. We serve a varied clientele, which ranges from startups to global corporations, across all industries related to packaging. We work on numerous projects for various companies, developing innovative solutions that may or may not come to fruition.

We have a deep understanding of the technical aspects and limitations from a designer’s perspective, and our engineering team is adept at rethinking and challenging conventional methods to develop new solutions. We’re in between the brand owners and R&D. Our services also include strategic consulting on printing and finishing, form, new technologies and developments, innovation and implementation, as well as sustainable alternatives.

L&NW: How does your agency approach working with clients to achieve their packaging design objectives, addressing key challenges like product differentiation, luxury look and feel, and sustainability?
AS: Each client presents a unique set of requirements and objectives, depending on their product and company vision. However, sustainability consistently remains a high priority. The importance of eco-friendly packaging is ever-growing, making it an integral factor in any design process.

Balancing brand identity with technological and product constraints is often the biggest hurdle companies face. The art lies in knowing when and where to push boundaries and when to accept a compromise. Material and finishing substitution are significant challenges. One of the key challenges for our clients often involves questions like, “What alternative materials or methods can I use?”

We see ourselves as constantly exploring new technologies. This includes investments in a molded pulp prototyping machine, 3D printing, and rapid prototyping. A significant part of our focus is on maintaining the latest information and diving deeper into industry developments. At our agency, we have a dedicated room filled with market samples from around the world, showcasing different packaging designs, finishing effects, and material simulations. Our extensive archive covers a wide range of packaging materials, from various substrates to finishing to board. We support and document all elements related to packaging, and we have the capability to create prototypes in-house. This allows us to provide innovative and sustainable solutions for our clients.

L&NW: Does the pursuit of sustainable packaging conflict with the need for striking and high-impact design concepts, and how does it influence the quality or desired aesthetics of the design?
AS: Designing packaging that is both eye-catching and sustainable has become standard practice. Sustainability is no longer a luxury but a necessity for brands that want to remain competitive. Brands continuously seek designs with strong shelf appeal, as consumers now consider sustainability a crucial factor in their purchase decisions. This shift has significantly transformed the requirements of brand owners. Thus, while striving for sustainability, brands also prioritize visually appealing packaging that merges environmental responsibility with aesthetic impact to create a powerful first impression.

L&NW: How do you manage to balance your clients’ requirements? Are there solutions available that enable you to achieve what your clients aim for?
AS: In our pursuit to offer the best solutions, we always keep our finger on the pulse of the packaging industry. As part of our core business, we consult clients about various sustainable options and their effects on final packaging designs. It’s about finding the optimal solution while acknowledging that trade-offs will always exist. Our consultancy employs a dual approach. Collaborating closely with our clients and partners through interactive discussions and workshops from start to finish allows us to understand and cater to all their needs. We brainstorm together to define their contributions, processes, and objectives and assess the best solutions, making recommendations and offering inspiration. 

L&NW: Could you share your experiences with the partnership between ECOLEAF, mindful metallization technology by ACTEGA and Pacproject?
AS: We had an incredible experience with the partnership between ECOLEAF, ACTEGA’s mindful metallization technology.

To put it simply, ECOLEAF reinvents the metallization process by using “on-demand” metallization, which minimizes waste and optimizes resources while delivering a highly reflective and impactful metallic effect. This technology precisely places metal flakes only where they are needed, eliminating the need for PET carrier films and foil reels, significantly reducing waste and plastic usage, as well as minimizing the environmental impact associated with producing and disposing of these plastics.

Our visit to ECOLEAF’s lab in Lehrte, Germany, was eye-opening, allowing us to witness first-hand how this disruptive system operates. The ECOLEAF metallization unit is at the heart of the process, installed on a printing press at the beginning, in the middle or at the end of the printing process – or even applied as an off-line option – for maximum flexibility. The print result is created by the printing of a trigger image in a varnish-like material (rather than the glue typically used with foils) which is applied onto the substrate by flexo, screen or inkjet printing. Before the trigger image passes the metallization unit, it is UV cured. In the metallization unit, a very thin layer of metal pigments is applied onto a donor roller and then transferred, very precisely, to the trigger image. After depositing the metal layer on the trigger image, we saw that there was no need for additional steps for drying or curing. This not only makes ECOLEAF extremely environmentally friendly but also comparatively cost-effective and fast when compared with traditional technologies.

What began as a partnership to promote their innovative technology morphed into a journey toward sustainability. We were fascinated by the advancements of ECOLEAF technology and decided to leverage this technology to pioneer sustainable alternatives. Our focus was on showcasing the technology’s benefits in delivering sustainability to brand owners, utilizing streamlined LCA calculations to demonstrate substantial savings compared to traditional methods. To further this initiative, we launched a project in which ACTEGA provides a complimentary streamlined LCA tailored to brand owners’ specific applications, along with a sample label using ECOLEAF technology.

Our journey with ACTEGA for ECOLEAF technology is incredibly exciting, and we look forward to helping raise awareness and further implement this remarkable technology.

L&NW: How has the ECOLEAF project influenced your approach to sustainable packaging design?
AS: Our discovery of ECOLEAF was definitely a “wow” moment. We pushed the boundaries with challenging designs to test the technology’s limits, and the results have been outstanding.

Put simply, knowing that you can set your sustainability concerns to one side when incorporating ECOLEAF embellishments, you’re free to unleash endless creativity. ECOLEAF offers incredible flexibility, enabling the creation of both flat layers and relief embellishments. The ability to overprint with any color also enables a veritable rainbow of metallic effects. Brand owners can now adapt and match their existing colors with metallization, creating a playground for designers to experiment with different color ranges. Moreover, ECOLEAF excels at producing precise details, making it perfect for printing both decorative fine details and tactile (relief) images. This enhances the quality and premium perception of finished products.

The technology is simple to set up and integrates seamlessly with various existing printing methods such as flexo, screen printing, and inkjet. This convenience allows for quick changes in artwork, ideal for limited editions and late-stage differentiation or personalization.

In my opinion, ECOLEAF offers a revolutionary solution that elevates metallization and packaging design to new heights.

L&NW: What importance do you attach to new technologies like ECOLEAF for the future of packaging design?
AS: New innovative technologies like ECOLEAF are crucial for the future of packaging design as they allow companies to balance sustainability with aesthetic appeal. In the pursuit of true sustainability, enhancing recyclability in labels and packaging is as vital as cutting carbon emissions. ECOLEAF technology exemplifies how luxury and environmental stewardship can coexist, providing a competitive advantage by meeting consumer demand for eco-friendly options while maintaining visual appeal. This innovation helps brands achieve a powerful first impression and aligns with their sustainable goals, demonstrating that ecological preservation and economic benefits can indeed go hand in hand.

L&NW: Lastly, what trends do you anticipate in packaging design, and what are your aspirations in this ever-evolving field?
AS: Packaging design is increasingly scrutinized for its environmental impacts. As policies and regulations tighten and consumer awareness grows, a significant trend is a shift towards ecological consumption. Europe, in particular, emphasizes recyclability, circular design, and green credentials. Transparency, trust, and the evaluation of ecological impacts in packaging design are becoming more critical. Consumers are increasingly aware of greenwashing, making sustainability a crucial factor in their purchasing decisions.

Equally important is the trend of premiumization. Packaging design must now balance ecological considerations with a premium look. Successfully combining these elements is becoming essential in appealing to today’s discerning consumers.

Another emerging trend is the resurgence of authenticity and heritage. People are increasingly looking to the past for inspiration, seeking products that evoke a sense of security and safety. Packaging designs are adopting a more handcrafted appearance, reflecting this desire for genuine and time-honored qualities.