Newton Running has commissioned TDA Advertising and Design to create the new packaging for their running shoes. Packaging can be an enormous energy sink with its limited use and quick lifecycle. It is essential to minimize weight, energy input, and maximize ease of recyclability.

Newton Running is named for the science behind energy conservation and the man Sir Isaac Newton, who is so famous for his contribution with the his statement that energy can neither be created nor destroyed but only change forms. Our goal as shepherds of the earth is to convert that energy wisely to minimize waste.

Packaging is typically a high turnover material so to minimize energy needed for its production, shipment, and finally its ability to be recycle is the goal. So the design put forth by TDA seemed to fit the bill. The material was recycled and recyclable and used sparingly (fit to the form of the shoes).

There were a few problems with their concept however:

• The packaging was made far from the final point of use
• The “boxes” did not pack well together due to their shape
• They were not durable throughout the shipping process, warped and labels pealed off
• They did not recycle easily

Instead, Newton went with the tried and true box form along with some other environmentally conscious methods:

Newton has developed a new rectangular shoebox that is produced from 100% post consumer waste and uses soy-based inks and aqueous (water-based) coating. The new packaging is easy to store and ship, it’s lightweight and it’s easy to break down and recycle. Produced close to the footwear factory, we have minimized the carbon footprint needed to ship. Rather than tissue paper, we’re using recycled cardboard inserts (scraps from the box die-cut) to protect the shape of the shoes. In place of tissue, an educational divider card separates your new shoes.

Not nearly as sexy but to the point and effective. Oh well, looks aren’t everything!

Sources: Newton Running, Greener Design, TDA Advertising and Design