21 November, 2006

1
LOOK-LOOK Products for Upscale' Draft 02
21 November, 2006
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Agenda
Introduce Upscale Attributes
Introduce Refined Product Ideas with supporting
trends (7)
Introduce Refined Facepaper Ideas (3)
Introduce Refined Packaging Ideas (3)
Feedback / Direction
3
Sustainability / Eco Friendly
Approaching Upscale
The upscale market, including Linens 'n Things,
Kohls, Federated (Macy's), and Bed Bath and
Beyond, presents a different customer than
Target. Namely, they look for a higher quality
product with more classic design elements. The
upscale consumer is mature, with a more refined
and classic taste. They have more money than
their younger Target counterparts. Value for
this market has more to due with quality, or
perceived quality, than in the Target
demographic.
The Upscale consumer is Mature Less concerned
about cost Family focused Interested in lasting
style Quality driven
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Sustainability / Eco Friendly
product trend sustainable materials
Sustainable doesnt just mean recyclable today.
Materials can be sustainable depending on how and
where they are grown, or how they are sold, used,
and disposed. Bamboo can grow up to a foot every
day. Cork comes from the bark of the cork tree,
and it can be sustainably harvested without
damaging the tree, unlike other woods. Thai toy
manufacturer PlanToys uses wood from old rubber
trees that have stopped producing rubber, trees
that were traditionally cut down and burnt.
Also, new plastics are being made from vegetable
starches and oils, which biodegrade within months
of disposal. These plastics are being used for
disposable goods like fast food packaging and
disposable dinnerware.
Cradle to Cradle Certification is a new system
that helps companies and consumers find products
and services that are credibly sustainable and
environmentally responsible.
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Sustainability / Eco Friendly
Quick Review reclaimed/recycled materials
Bamboo
Cork
SOURCE Bamboo grass plantations in Asia harvest
the bamboo plants, which are then dried, split,
and laminated to create sheets, veneers, plywood,
etc. BENEFITS Crops grow to maturity in 2-5
years (wood can take 15-40 years). Some
varieties are very strong, can also be dyed and
stained a variety of colors. AVAILABLE Sheet,
plywood, veneer, reeds
SOURCE Cork forests in Spain and abroad. Outer
bark is removed, and eventually grows back
without damaging tree. BENEFITS Renewable
resource, also helps the ailing cork
industry. AVAILABLE Veneer, sheet, grind, cloth
Palm Wood
kirei Board
SOURCE Palm trees used to harvest natural
rubber are typically burned as waste. Instead
they are collected, and used for
production. BENEFITS Reuses a material typically
considered a waste. AVAILABLE Lumber Used by
www.plantoys.com
SOURCE Agricultural waste from wheat. Similar
to MDF in production. BENEFITS The board is made
of recycled sorghum bonded with non formaldehyde
adhesive. AVAILABLE Sheet, plywood, veneer More
Info http//www.kireiusa.com/working.php
Wheat Board
Grasses
SOURCE The board is made of recycled wheat
chaff bonded with non formaldehyde
adhesive. BENEFITS Reuses a material typically
considered a waste. AVAILABLE sheet stock
SOURCE Costal grasses are harvested BENEFITS
Crops grown to maturity in a season (wood can
take 15-40 years).. AVAILABLE fabric, yard
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Sustainability / Eco Friendly
Quick Review reclaimed/recycled materials
Wool Felt
Organic Cotton
SOURCE Wool felt is made from the wool of a
sheep. It can be raised, harvested, and dyed
organically. BENEFITS Wonderful feel to the
touch, easy to use (doesnt fray, etc.)
AVAILABLE Sheets, fabric, yarn
SOURCE Organic cotton is raised without the
massive amounts of pesticides used in most cotton
production BENEFITS In addition to pesticide
reduction, chemicals used to dye and bleach
cotton are avoided. AVAILABLE thread, yard,
fabric
Paper
Recycled Rubber
SOURCE Industrial and post-consumer waste
collected using traditional recycling
methods. BENEFITS Reuses a material typically
considered a waste. Easy to acquire
today. AVAILABLE sheet, pulp, paper, etc.
SOURCE Tires, industrial waste, and most
notably, from Nike shoe soles. BENEFITS Reduces
material in landfills AVAILABLE sheet,
grind http//www.nike.com/nikebiz/nikebiz.jhtmlbs
essionidK21JASQVHSQWECQFTAPCF4YKAWMCGIZB?page27
catreuseashoesubcatgrind
Reclaimed Wood
Metals
SOURCE Reclaimed wood from buildings being
demolished such as factories and barns. BENEFITS
Reuses a material typically considered a
waste. AVAILABLE Lumber, flooring http//www.pion
eermillworks.com
SOURCE Industrial, Architectural, and
post-consumer waste. Metal is actually
indefinitely recyclable. BENEFITS There is no
downgrading and recycling is easy. AVAILABLE
Raw, sheet, rod, etc.
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Sustainability / Eco Friendly
Quick Review Bio Plastic Materials
NatureWorks PLA Resin
PSM
SOURCE Corn is digested, distilled, and broken
down into its basic components to create a
polymer. BENEFITS Breaks down in about 42 days
if left to the elements. AVAILABLE as resin for
injection molding, vac-forming,
etc. http//www.natureworksllc.com/
SOURCE Corn starch. BENEFITS Breaks down
quickly. AVAILABLE sheets, for Injection
Molding, pellets. Used to make disposable dinner
ware, etc. http//www.psmna.com/
AVEDA uses natural fillers
Sony uses corn Plastic
SOURCE Typical plastic resin with bio
filler. BENEFITS Reuses a material typically
considered a waste. Still uses traditional
resins. AVAILABLE pellets, etc. Explanatory
article at http//www.packagedesignmag.com/issues
/2006.04/articles/sustain.shtml
SOURCE Corn. BENEFITS Resin made from
renewable sources, also creates lower CO2
emissions during production. Still durable (not
biodegradable). AVAILABLE resin,
pellets. Explanatory article at
http//www.sony.net/SonyInfo/Environment/communica
tion/ecoplaza/news/03/
Notes with Bio Plastics

• Things to keep in mind
• Must be marked for composting, not recycling.
  Bio plastics are not generally recyclable. They
  cannot be recycled using existing facilities, and
  only those intended to biodegrade, actually do
  biodegrade. Unfortunately, even the
  biodegradable ones only break down effectively if
  composted, not when they are land filled.
• Cost more. Bio plastics are more expensive.
• Must be clearly marked. Bio plastics look nearly
  identical to their oil based counterparts. This
  can result in a negative reaction from
  eco-conscious consumers before they read the
  fine print. A former Wild Oats employee told me
  that people would often complain about the
  disposable plastic salad bar trays and their
  negative impact on the earth (despite the fact
  that it said they were corn plastic right on the
  package).

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Sustainability / Eco Friendly
Recommended materials
Bamboo
Cork
The is a VERY popular material in home design
currently. In addition, it presents one of the
best sustainable stories, and its grown in vast
quantities in China, making sourcing easy.
This material is enjoying a renaissance in
design, and connects people to eco awareness and
their childhoods.. Since it comes in sheets, raw
grind, blocks, cloth etc., its easy to
manufacture with this product.
Kirei Board
Reclaimed Wood
Though available in limited distribution, this
material is strikingly different from others, and
tells the sustainable story easily. Since it
comes in sheets its easy to manufacture with
this product. More Info http//www.kireiusa.com/w
orking.php
Using architectural waste reduces a vast amount
of landfill. In addition, the imperfections and
marks make it visibly different from virgin wood.
However, it may be harder to obtain reliable
sources of reclaimed wood. http//www.pioneermillw
orks.com
Wheat Board
Wool Felt
This should be considered for internal and
structural uses. Its not very pretty, but its
responsible. Sources seem limited, mostly used
by cabinet makers in the US (instead of MDF).
Popular in design, and beautiful to the touch,
wool felt makes perfect sense for this project.
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Sustainability / Eco Friendly
New Material for Upscale Market Wood
Forest Stewardship Council certified woods
Many woods are available that are grown with
sustainable practices in place. These materials
are appropriate for a more upscale customer, less
willing to take risks on newer or different
looking materials. Woods available include Ash,
Birch, Pine, and Walnut, among others. To learn
more on how to specify these woods, visit the
FSCs website http//www.fsc.org/en/getting_invol
ved/buy_sell/specify
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Sustainability / Eco Friendly
product trend sustainable materials
Upscale Basics v2 Veneer matte
A basic tenant of upscale design is the use of
classic and simple forms, combined with
interesting textures and materials. Here we
combine frames and matte boards of different
sustainable varieties. Stiff materials can be
used as mattes, while others can be glued to
cardboard or linen mattes.
Simple classic form Easy construction Emphasis
on materiality, not gimmicks
Materials Palm Wood, Bamboo, FSC certified
lumber (walnut, birch, ask, etc.) Linen, felt,
recycled cardboard
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Sustainability / Eco Friendly
Veneer Matte Bamboo Felt
Here we combine frames and matte boards of
different sustainable varieties. Stiff materials
can be used as mattes, while others can be glued
to cardboard or linen mattes.
Simple bamboo frame
Thin felt matte
Wheat board/MDF backer
Embossed/painted logo
Subtle chocolate pinstripe fabric
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Sustainability / Eco Friendly
Veneer Matte Variations
Lets explore some of the other possibilities for
matte options. Many of the materials we have
explored come in thin sheets, such as bamboo,
felt, fabrics, linen, cork, all woods, etc.
bamboo veneer matte
cork veneer matte
linen matte
Walnut veneer matte
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Sustainability / Eco Friendly
Veneer Matte Sizes
8 in. x 10 in.
5 in. x 7 in.
4 in. x 6 in.
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Sustainability / Eco Friendly
product trend sustainable materials
Binding
The unique profile of the binding frame was
inspired by a stack of books. The many levels
are machined from a single piece of lumber,
bamboo, or wheat board. The resulting pattern
creates an interesting texture using light and
shadow, instead of paints or different materials.
Simple Construction Easy to manufacture
Materials FSC Certified wood, palm wood, bamboo,
wheat board, or painted wheat board could be used.
Layered effect crested by machined surface.
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Sustainability / Eco Friendly
Binding Walnut
The unique profile of the binding frame was
inspired by a stack of books. The many levels
are machined from a single piece of lumber,
bamboo, or wheat board. The resulting pattern
creates an interesting texture using light and
shadow, instead of paints or different materials.
Wheat board/MDF backer
Embossed/painted logo
Subtle chocolate pinstripe fabric
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Sustainability / Eco Friendly
Binding Maple Variation
Here we show the possibilities with lighter
woods.
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Sustainability / Eco Friendly
Binding Sizes
The unique profile of the binding frame was
inspired by a stack of books. The many levels
are machined from a single piece of lumber,
bamboo, or wheat board. The resulting pattern
creates an interesting texture using light and
shadow, instead of paints or different
materials. .
4x6 in
5x7 in
8x10 in
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Sustainability / Eco Friendly
product trend sustainable materials
Strata
This frame was inspired by the beauty of wind
carved caverns and hand turned wooded bowls.
Layers of wood or sheet material are laminated,
then shaped into a curvy profile. The result is
a striped pattern evoking mystery and awe.
Layered surface alluding to process Unexpectedly
organic surface from simple process
Materials FSC certified lumber (Walnut, Ash,
Birch), bamboo, palm wood, wheat board
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Sustainability / Eco Friendly
Strata
Varied/dyed layers
This frame was inspired by the beauty of wind
carved caverns and hand turned wooded bowls.
Layers of wood or sheet material are laminated,
then shaped into a curvy profile. The result is
a striped pattern evoking mystery and awe.
Yield varied stripes
Wheat board/MDF backer
Example of cross section
Embossed/painted logo
Subtle chocolate pinstripe fabric
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Sustainability / Eco Friendly
Strata Color Variation
Weve created our own ply from various wood
veneers, creating dramatic effects and
interesting patterns.
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Sustainability / Eco Friendly
Strata color / pattern variations
Weve created our own ply from various wood
veneers, creating dramatic effects and
interesting patterns. Simply laminate veneers of
bamboo, walnut, birch, even dyed varieties, and
get beautiful variations of color with a single
shaping tool.
Varied stripes from shaped profile
Cross section with dyed bamboo
Cross section with baltic birch ply
Cross section with dyed bamboo
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Sustainability / Eco Friendly
Strata Variation
Here, instead of frame edges made using simple
shaping methods, weve machined them with
sweeping arcs, creating a more dramatic
effect. This effect is possible with any
laminated stock, including birch and more typical
plywood, bamboo plywood, and any veneer applied
to a traditional plywood. If creating your own
ply is within Burnes means, we could create
artful applications by selecting colorful woods
or dyed woods for interior layers.
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Sustainability / Eco Friendly
product trend sustainable materials
Bio Baroque
A gilded baroque frame is typical, but one formed
from soy plastics integrating filler material
such as flax could turn heads. The exuberant form
coupled with the responsible material is a fun
juxtaposition.
Fun appearance Unique material in the category of
framing
Materials Soy Plastic Flax chaff / seed
(typically agricultural waste)
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Sustainability / Eco Friendly
Bio Baroque Flax Filler
Here we are using a standard, highly durable,
plastic resin using flax seeds as a filler
material (so we end up using even less plastic).
The flax adds a natural texture and color, while
the plastic yields a highly defined, durable
structure.
Wheat board/MDF backer
Embossed/painted logo
Subtle chocolate pinstripe fabric
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Sustainability / Eco Friendly
Bio Baroque Corn Plastic
In recent years, corn-based plastics have become
more popular and usable. Unlike traditional
petroleum-based plastics, corn-based plastics are
made from a renewable resource. Also, studies
claim that corn plastics create 20 less
greenhouse gases in production. One type of
corn-based plastic, plastarch (PSM) can be
composted or cleanly incinerated, however it is
stable in normal environments. Currently, Sony
uses injection-molded corn plastics in its
Walkman cases. A similar plastic and technique
would be used to make the Bio Baroque frame.
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Sustainability / Eco Friendly
Bio Baroque Sizes
4 in. x 6 in.
8 in. x 10 in.
5 in. x 7 in.
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Sustainability / Eco Friendly
Freitag sells over 100,000 products per year made
out of recycled truck tarpaulins. To date, they
have recycled over 200 tons of truck
tarpaulins. Sales of reclaimed wood are growing
by as much as 50 percent annually.
product trend reclaimed/recycled materials
Waste equals food. The revolutionary mantra
described in the book Cradle to Cradle can be
seen the works of designers around the world.
Super-hip bag manufacturer Freitag used recycled
shipping containers to build its flagship retail
store in Zurich. REProject turns discarded glass
bottles into beautiful new bottles. Reclaimed
wood is becoming popular with interior designers.
Each highly unique batch is taken from an older
structure that is being demolished, like
abandoned factories and barns. The wood is
prized for its patina and character, complete
with original nail holes and saw marks.
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Sustainability / Eco Friendly
product trend sustainable materials
Cross section
Inspired by stacks of wood stored for winter and
some new furniture concepts, the cross section
frame is created from stacks of branches that are
machined to show off their internal structure.
Unique look (both rustic and modern)
Materials Natural branches applied to a backing
material (wheat board)
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Sustainability / Eco Friendly
Cross section manufacturing

• Branches are cut into ½ inch slices.
• The slices are glued to 2 in wide strips of wheat
  board or mdf. They completely cover the mdf, so
  parts of the branches overhang the edge.
• The edge is trimmed so that the overhanging edges
  are removed.
• The Strips are then cut onto typical trapezoid
  shapes for assembly

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Sustainability / Eco Friendly
Cross section
Inspired by stacks of wood stored for winter and
some new furniture concepts, the cross section
frame is created from stacks of branches that are
machined to show off their internal structure.
Linen matte
Wheat board/MDF backer
angled back from edge to minimize edge visibility
Embossed/painted logo
Subtle chocolate pinstripe fabric
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Sustainability / Eco Friendly
Sizes
Inspired by stacks of wood stored for winter and
some new furniture concepts, the cross section
frame is created from stacks of branches that are
machined to show off their internal structure.
4x6 in
5x7 in
8x10 in
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Sustainability / Eco Friendly
product trend sustainable materials
Brown anodized tabs
Chocolate Fabric covered wheat board/chip board
Custom backing
We have left the green tabs behind in favor of a
more upscale approach. The back is covered with
a reduced environmental impact material from
Maharam.
Subtle Pinstripe Quality look and feel of
wool Darker color for an older, more
sophisticated audience Added Burnes leaf logo
Materials 100 natural fiber (wool) Low VOC
adhesive Example Maharam Dandy Fabric in Tobacco
Burnes Leaf Logo heat stamped (embossed) and
foiled
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Sustainable Face Paper Ideas
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Sustainability / Eco Friendly
face paper concepts
Concept 01 experience
Feel the cool air and the subtle breeze offered
by the lush bamboo forest. We want to invite
people into the natural settings and experiences
that cultivated the materials used. A quick
journey into a far off place. Even better,
growing building materials in this way doesnt
destroy the environment, so we explain the
benefits too.
Calm imagery of environments where product
grows Text evokes a quick journey into a natural
setting we would rarely think about or
experience Timeless serif font gives an
objective, journalistic style to information and
figures An informative tag is added to the web
address
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Sustainability / Eco Friendly
face paper concepts
Concept 02 Family
These customers are more focused on family,
especially when purchasing picture frames.
Accordingly, many of the current face papers have
some form of family portrait. Outdoor family
portraits are the natural way to tie this theme
into the sustainable message. The written
message is less specific, as many people are
unaware of the concept of sustainability.
Environmentally friendly, while much more
vague, is easier to digest quickly, giving it
broader impact.
Warm, fun photos of families enjoying nature More
casual language Fun, handwritten font creates
intimate, personalized feeling Friendly,
inclusive message added to web address
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Sustainability / Eco Friendly
face paper concepts
Concept 03 Stewardship
This concept implies environmental stewardship as
a responsibility to future generations,
specifically ones children. It is important to
be life-affirming and warm, not fatalistic and
threatening as in We are destroying the planet.
In other words, let the customer know how buying
this frame is helping them preserve nature for
their children to enjoy. Again a less specific
message is used. Certification is mentioned to
lend an air of legitimacy. Sustainability is
replaced with responsibility to avoid confusion
and reference the buyers own sense of
responsibility to their family.
Nostalgic imagery of children enjoying
nature Timeless style (serif font) Italic font
creates a more poetic look
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Sustainability / Eco Friendly
packaging upscale retail visit
We visited Macys and Bed, Bath Beyond to get a
handle on the retail environment and existing
packaging. The strongest impression was the
sheer volume and variety of merchandise. At Bed,
Bath Beyond, every available surface is covered
with products. Frames range from basic,
inexpensive plexiglass frames to gold painted
frames bedazzled with pearls. Unlike Target,
where frames are hung, at the upscale retailers
the frames sit on shelves or tables in piles of
boxes, with one frame in front or on top as a
display of each type. Amid the overwhelming
visual clutter, the primary challenge is to
provide packaging that stands out, attracting the
while not alienating more conservative customers.
Most existing packaging is white painted
cardboard. All frames, all sizes are boxed. Large
stacks of frames look unstable and messy.
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Sustainability / Eco Friendly
packaging concepts
Concept 01 Basic
Again, reduction of materials is a good place to
start for sustainable design. The raw recycled
cardboard has been painted with a
semi-transparent white wash to take the
deconstructed edge off. Logo and type is knocked
out, instead of printed, revealing the natural
cardboard, creating a sophisticated
appearance. Front and back are visible to reduce
material and display more of the product. Made
from recycled cardboard, the grain shows through
the wash and communicates the natural quality to
customers.
Natural paper that looks natural Sophisticated
aesthetic Simple Design Easy to Recycle
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Sustainability / Eco Friendly
Basic
Front and back are visible to reduce material and
display more of the product. Made from recycled
cardboard, the grain shows through the wash and
communicates the natural quality to customers.
Open front allows customers to see the product
Side window for visibility when stacked
Burnes Eco Info on side
Open back allows back details to be seen
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Sustainability / Eco Friendly
packaging concepts
Concept 02 Corn / Corrugated Combo
Here we combine the recycled look and
cushioning/protection of corrugated cardboard,
with the cleaner looking, and more sophisticated
look of corn plastic. Because it looks like
normal plastic, weve added callouts to the
consumer explaining that it is plastic made from
corn, not oil.
Clear view of the frame Protected from dust and
from dings Positions Burnes as an Eco leader
(very few people are using this plastic
commercially)
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Sustainability / Eco Friendly
Combo
Here we combine the recycled look and
cushioning/protection of corrugated cardboard,
with the cleaner looking, and more sophisticated
look of corn plastic. Because it looks like
normal plastic, weve added callouts to the
consumer explaining that it is plastic made from
corn, not oil.
Clear front for protection without sacrificing
visibility
Open front allows customers to see the product
corrugated callout
Side window for visibility when stacked
Open back allows back details to be seen
Corn plastic callout
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Sustainability / Eco Friendly
packaging concepts
Concept 03 All Clear
Here weve made the entire package from a sheet
of corn plastic that is printed, then die cut and
folded. The printing communicates to consumers
that this is special plastic made from corn, not
oil. The consumer is able to see all sides and
details of the frame within.
Can see the frame from all sides without removing
it from the packaging Protected from dust and
dirt Positions Burnes as an Eco leader (very few
people are using this plastic commercially)
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Sustainability / Eco Friendly
All Clear
Here weve made the entire package from a sheet
of NatureWorks PLA corn plastic that is printed,
then die cut and folded. The printing
communicates to consumers that this is special
plastic made from corn, not oil. The consumer is
able to see all sides and details of the frame
within.
Clear front for protection without sacrificing
visibility
Corn plastic callout
Clear back allows back details to be seen
Corn plastic callout on front to counteract
anti-eco look of plastic
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Sustainability / Eco Friendly
Stacking packaging
All the proposed packaging stacks easily and
allows a quick view into the material/finish of
the frame inside. The packaging designs are flat
on every side, which creates a clean, neat stack.
Many frames sold today at these upscale
retailers have complex packaging with uneven
surfaces or embellishments like ribbons. The
uneven surfaces on these packages make stacking
difficult and unstable, which creates a crooked,
disheveled appearance.
Material/finish visible when stacked
Material/finish visible when stacked
Some current packaging stacks crooked
Material/finish visible when stacked
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