16% CO₂e reduction on pack
The [More Responsible] material choice that made it & 3 ways packs can drive responsible consumer behaviours [spoiler: none are QR codes]
More Responsible isn’t a tagline. It’s a philosophy.
At Path, we believe responsible brands deliver more positive impacts and fewer negative ones. For packaging, that means making decisions that reduce waste, cut carbon, and still deliver on the realities of retail. Design isn’t decoration — it’s decision. And the right decisions can shift entire categories.
Take Scholl. Founded over a century ago, the brand is synonymous with footcare. But like many heritage players, their packs had become reliant on plastic to communicate benefits and protect products. At odds with modern sustainability thinking, it was time for a reset.
The challenge: replace all plastic with more responsible alternatives — without sacrificing standout, security, or shopper confidence.
The result: a switch to engineered card that delivered a 16% CO₂e reduction per pack compared to their previous plastic-heavy design, while retaining all the commercial functionality. Here’s how.
The material choice that made it
- Plastic out, card in. Every plastic component was replaced with responsibly sourced card.
- Impact reduced. Lifecycle analysis showed a 16% CO₂e saving per pack.
- Performance maintained. The new structure kept the same tamper security and shipping durability.
This wasn’t simply swapping cardboard for plastic. It was careful structural engineering tuned to carbon efficiency and consumer needs alike.
3 ways packs can drive responsible consumer behaviours
Packaging isn’t just a container — it’s a communication tool. With the right cues, structure, and design choices, it can steer consumers towards more responsible actions in everyday use.
- Make the sustainable choice obvious
Visibility matters. By introducing a small product window within a mostly card pack, we not only reassure consumers about what they’re buying — we also make the material switch away from plastic tangible and easy to understand. The design itself becomes a prompt to choose better.
- Nudge towards correct disposal
On-pack communication can normalise responsible behaviours. In Scholl’s case, responsibly sourced card surfaces create the perfect canvas for clear recycling guidance, echoing WRAP’s finding that cues like “most people recycle me” influence action. The design removes friction — and excuses.