When embarking on the packaging rebrand, RWC had two objectives: being more environmentally friendly and making product identification easier.
The newly designed packaging for the push-fit range aims to give customers a clearer view of the brand. Changes to the design include bold brand colours, a viewing window for easy product identification, a clearer product description and guarantee statement, as well as a yellow roundel indicating the product size. The dimensions of the bags remain unchanged.
Through extensive research, RWC’s packaging has been reassessed, making the product bags fully recyclable with a minimum of 30% post-consumer or post recyclate. The packaging features eco-friendly labelling in the form of resin identification codes (RICs) predominantly using low density polyethylene with RIC Symbol 4 to assist recycling plants to identify the packaging during the sorting process.
To minimise carbon emissions, packaging is obtained from both local and national UK sources. In addition, RWC’s family of brands aims to build an engagement programme to engage with suppliers on decarbonisation and scale the impact of its emissions reduction programme.
John Kerr, Marketing and Commercial Excellence Director, EMEA, explained: "As a business we believe that our rebranded packaging will have a positive impact for our customers and on the environment as we progress to using more eco-friendly materials.
"By living our shared values, we have simplified our packaging design, making it more versatile for our customers. The success of our rebranded packaging launch will see the businesses’ carbon footprint significantly reduced, highlighting our commitment to people and our planet.
"I believe that together we are a force for innovation, doing what we believe will strengthen our integrity to enable the business to deliver on our promises."
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