Author
Creative Director
Published
August 13th, 2024
Length
3 Minutes
Sustainability isn’t easy.
And slaying it is even harder.
The latest Lilly Pulitzer packaging evolution is nothing short of a revolution, reflecting their unwavering commitment to both style and sustainability. The brand, known for its iconic hand-painted patterns, neon inks, and playful nods to its founder, has always been at the forefront of packaging design. But now, they’ve taken a bold step forward, bidding farewell to the days of plastic-laden collectable totes and ushering in a new era of eco-chic innovation.
As the battle between recyclable and reusable rages on, brands are left searching for answers.
IDP Direct has one question we ask every brand, what does sustainability mean to you?
Pink Is The New Green
For Lilly Pulitzer packaging it wasn’t just one thing, it was many things. From end of life to manufacturing, materials to experience, sustainability isn’t a switch we hit it’s the many conversations we have. Click here to read the complete Lilly Pulitzer interview with our Creative Director, Evelio Mattos.
Shifting Lilly Pulitzer packaging from reusable plastic laminated NWPP totes to 40% PCW, FSC ® certified, antidumping duty free paper bags that are easily recyclable anywhere was not a simple decision. Going from foldable carton boxes to foldable rigid gift boxes on the other hand, was. The heavier more substantial rigid board boxes elevate the brand in the hands of consumers in a way that folding carton can’t.
Each piece is thoughtfully sized to reduce waste and elevate the shopping experience, ensuring that every transaction leaves a lighter footprint on the planet.
But Why Paper?
It’s easy to separate for curbside collection and nearly every city the brand is in recycles paper.
The brand’s vibrant style and effortless sophistication is also enhanced with paper. The brighter substrate creates visual contrast for the bright colors, an added texture adds a tactile component, and varying packaging designs makes you want to collect them all.
Not A Collector? No Problem.
Having paper bags that are easy to recycle anywhere give consumers access to a waste stream unavailable to reusable. The new packaging system eliminates plastic waste that would end up in landfills and even our oceans replacing it with a program developed with IDP Direct’s DFA (Design For Absence™).
The goal of DFA is to eliminate excessive packaging and deliver a complete program to tackle 99% of a brand’s packaging needs. We know retail and there will always be outliers, in which case we can create targeted solutions to address those products when needed.
Sun-Kissed Sustainability
This isn’t just a packaging upgrade—it’s a statement. By choosing FSC-certified recycled paper, Lilly Pulitzer aligns with various states’ rigorous 40% post-consumer waste requirement, all while promoting a culture of recycling. These new designs don’t just hold your purchases; they elevate them, creating a splash of color that’s as responsible as it is beautiful.
Creative collaboration with IDP Direct means concepts.
Lilly Pulitzer Packaging Redefines Responsibility
Lilly Pulitzer packaging is proving that sustainability doesn’t have to come at the cost of style. In fact, it can enhance it, transforming the ordinary into something truly extraordinary. So the next time you walk out of a Lilly Pulitzer store, know that you’re not just carrying a bag with a rich history—you’re carrying a piece of the future.
