How to Leverage Brand Identity Applying Sustainable Packaging 

Brand identity should be something that distinguishes your business from the competition and one thing that is really important is brand identity exists whether you know it is there or not. People have a perception of your brand.” Or, as Amazon CEO Jeff Bezos once noted, “Branding is what people say about you when you’re not in the room.”

Choose sustainable packaging isn’t a new phase that brand owners are going through – in fact, most companies have been making a shift towards sustainability including sustainable packaging, for the past several decades.

More brands are developing environmentally friendly packaging. Consumers are becoming increasingly knowledgeable about product packaging, how they are sourced and their eventual impact on health and environmental sanitation and appearance. This leads to the development of more natural product formulations, or at least towards more careful selection of renewable materials and methods of packaging.

Packaging is now central to environmental thinking, with more brands taking real actions in order to relate to environmentally-friendly consumers. Whether it is recyclable, made from recyclable materials or biodegradable, packaging has become a key focus of innovation for a growing number of beauty brands.

We at Express Green Pak LLC advise customers not to make drastic changes in their business practices, start with simple changes that can make a difference and enhances brand recognition. There are many benefits that come along with being sustainable and going environmentally-friendly with packaging brings many along with it.

There are specific elements that come into play when sustainability aligned with branding engages or communicates with a customer, through marketing activities or through the customer experience of the brand. Sustainable businesses can incorporate ideas that will enhance their brands to target new customers or influence existing customers not to change their minds.

We are Express Green Pak LLC take a closer look at how our customers can embrace sustainability and apply to their brands with the “Physical Appearance” of the brand. It includes the logo, color palette, distinctive packaging or setting, and flagship product. Example is how Starbucks Coffee is highly recognizable but also that the physical experience of the brand (cafe decor, seating, presentation of products, etc.) is remarkably similar in all its locations around the world.

Sustainability in its broadest sense is the capacity to endure, to maintain a process or situation over time. In ecology, a sustainable system is a system whose biodiversity and productivity are preserved over time. Long-lived and healthy wetlands and forests are examples of sustainable biological systems.

Waste & Recycling Facts:

  • The EPA estimates that 75% of the American waste stream is recyclable, but we only recycle about 30% of it.
  • The average college student produces 640 pounds of solid waste each year, including 500 disposable cups and 320 pounds of paper.
  • In a lifetime, the average American will throw away 600 times his or her adult weight in garbage. This means that each adult will leave a legacy of 90,000 pounds of trash for his or her (or other people’s) children.
  • Americans comprise about 5% of the world’s population and annually produce 27% of the world’s garbage.
  • Massachusetts generates 13.9 million tons of waste generated annually, and 52% (7.2 million tons) is recycled or diverted.


  • Traditional waste disposal creates greenhouse gas emissions that result from the decomposition of waste in landfills and the burning of waste in incinerators.
  • Making new paper from recycled materials uses less energy than producing paper from virgin tree products and leaves more trees to absorb carbon dioxide in the forest.
  • It takes 390 gallons of oil to produce a ton of paper.
  • To produce one trillion pages of paper takes 8.5 million acres of trees, representing an area larger than the country of Belgium or the state of Maryland.
  • 2000 pounds of recycled paper can actually help to save 17 trees, over 350 gallons of oil, and a lot of landfill space.
  • The Massachusetts Department of Environmental Protection estimates that Massachusetts’ businesses threw away 1.6 million tons of paper in 2006, at a cost of $100 million for disposal.
  • The amount of office paper wasted each year in Massachusetts is enough to fill Fenway Park to the height of the Prudential Building.
  • The average American uses seven trees and 680 pounds of paper per year.
  • One person uses two pine trees’ worth of paper products each year.
  • Today, 62 million newspapers will be printed in the U.S., and 44 million will be thrown away.
  • That means the equivalent of about 500,000 trees will be dumped into landfills this week.
  • If every American recycled one-tenth of their newspapers, we would save 25,000,000 trees per year.




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