In a time where consumers demand more than just protective packaging, designers are rethinking how boxes, bags, and labels can create connections and bring joy. A key challenge now is how to design packaging that enhances sensory experiences while also prioritizing sustainability.
Katie Kubrak, a specialist in Colour, Material, Finish (CMF) and material-focused strategies, is at the forefront of this movement. Trained at Central Saint Martins by industry leaders like Chris Lefteri and Rob Thompson, Kubrak is exploring ways to use color, material, and finish to engage the senses while staying environmentally conscious in brand design.
As President of the UAL Sustainable Alumni Network, Kubrak urges creatives and businesses to move past surface-level aesthetics and embrace ethical, regenerative design. With eight years of experience at Nirvana CPH in London, working with top brands like Burberry and Bang & Olufsen, she advocates for a balanced, material-driven approach that she believes is crucial for future brands.
Can packaging be both sustainable and sensory-rich? Why are these qualities important, and how can design achieve both without compromise?
Kubrak emphasizes the role of sensory design in packaging, stating that it goes beyond containment to create emotional connections with consumers. By engaging touch, sight, sound, smell, and taste, sensory design elevates unboxing experiences and strengthens brand identity. Through exhibitions like ‚Tactility Speaks‘ at Clerkenwell Design Week, Kubrak demonstrates how conscious material choices can enhance packaging experiences sustainably.
Recognizing the urgent need for sustainable design practices, Kubrak stresses the importance of considering the environmental impact of design choices. She believes that designers must move towards regenerative systems that prioritize materials‘ lifecycle, from sourcing to disposal. By focusing on renewable, compostable, and recyclable materials, Kubrak shows that engaging designs can align with today’s environmental challenges.
In her design process, Kubrak emphasizes asking questions that span brand strategy and supply chain logistics. Before designing packaging solutions, designers should inquire about the material’s source, manufacturing process, end-of-life infrastructure, and potential for reuse or recycling. Sustainability in packaging involves more than just material choice; it also encompasses the design principles that promote disassembly, reuse, and recycling. Projects like Nirvana CPH’s packaging for Kleos+Klea and TP Vision/Philips‘ material calculator demonstrate how sustainable packaging can still be luxurious and environmentally responsible.
Balancing sensory design with sustainability is a challenge that can be overcome, as seen in collaborations like Nirvana CPH with Nanushka and Burberry’s packaging under various creative directors. CMF design plays a crucial role in sustainable sensory design, offering a strategic approach to address environmental impact through aesthetics, engineering, and cultural relevance. Material toolkits enable collaboration across departments to ensure that sustainability is considered from the start of the design process.
Practical tips for adopting a material-first mindset include choosing natural dyes, exploring emerging materials like mushroom-based packaging, and using sustainable finishes like water-based coatings. While challenges exist in working with sustainable materials, they also present opportunities for innovation in design.