Kietaviškių: A Lettuce Package that Changes Attitudes

Challenge

The largest greenhouses in the Baltics aim not only to reduce the amount of vegetables thrown away every day (guided by the zero waste initiative), but also to contribute to curbing environmental pollution. The company was the first on the market to start packing lettuce in packages with less plastic and to move away from plastic pots.

We see packaging as a powerful means of marketing medium, not just an exterior design of a product meant to catch the buyer’s eye. Therefore, we set ourselves the goal to design a lettuce packaging that would not only reinforce changes in buying behaviour, but also shape new, more sustainable habits of food consumption.

Positive impact

The majority of shoppers discover new products at the point of sale. Thus, we chose to use illustrations created by Jekaterina Budrytė, helping the product stand out among competitors and bring the message about a special, environment-friendly packaging directly from the shelves.

The idea was a success, but we were aiming for more. The packaging became more than just a source of product information. We used the power of packaging design and strategy to interact with consumers and drive a more sustainable behaviour. The illustrations encouraged them to replant the eaten lettuce and regrow it anew.

The new lettuce packaging empowered people to spread the zero waste message by sharing stories of their own home-grown salad.

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