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Cider product manager Alison Chadwick from Oldfields orchard Cider (Hobsons Brewery) and independent packaging consultant Simon Harris came to help deliver this year's sustainable packaging brief.
The brief is essentially to research, develop and design working creative concepts to redefine their existing 6x bottle carrying packs. These packs need to be flexible so they can carry a mix of either cider or beer bottles. Students were asked to work within the company's branding guidelines and colour schemes but to arrive at 'blue sky' thinking solutions to a sustainable packaging re-design. Their packagers presently use standard systems which incorporate (some) glueing but are very keen to look at what can be done with other materials and formats along with little or no glue use and sustainable inks. Each pack is required to have a clear re-use after it has delivered and protected the bottles to their destination.
Hobsons Brewery prides itself on being a sustainable business - having strong commitments to both the local sourcing of materials and ingredients. In addition, they're part-powered at the brewery by their own wind turbine on site so they generate their own energy too. Cider Product Manager Alison explained in relation to the brief: "Sustainable packaging is a great fit with our ethos at Hobsons and we are really looking forward to hearing the students' ideas about how we can encourage re-use of our gift packs after the beer and cider has been enjoyed. We are keen to develop the ideas hand in hand with the students and feel that we will benefit as much as they will from the whole process". Alison also added that this brief is both wholly real and professional-level and one that they would ordinarily give out their own designers.
Senior Lecturer in Design Andy Stevenson added "I'm really excited about the link with Hobsons Brewery and Oldfields Orchard Cider. As Alison says, it's both a 'live' and entirely realistic sustainable packaging project, which is fantastic for the students to be part of. With luck our guys will get both some further experience working with 'live' client's wants - as well as the opportunity to design some unique, funky and creative sustainable packaging solutions that can potentially go in their portfolios too".
One of more of the successful student designs may be taken further forwards by Hobsons/Oldfields Orchard if they like the ideas produced eventually. If so, then that student (or students) will be offered the opportunity of being involved in that further process should they wish. Design student Lauren Mills who is working on the brief said "I'm really delighted to be working on this professional level sustainable packaging brief for Hobsons Brewery and Oldfields Orchard Cider. I believe working in this area of sustainable design will be a unique and valuable experience for me. It also enables me to work once more on a 'live' brief with real potential. I'm really positive too about being able to work for a client with genuine requirements and this has ignited a new challenge for me."
This project could be the source of some excellent 'live' portfolio work for all students involved. We're also hoping that it will provide an opportunity to have a polished 3D sustainable packaging artifact that could be part of their final degree show displays too if they wish.
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