Biofore Magazine 2020

FEATURE

37

Kyrö has combined stunning labelling with environmental awareness.

UPM Raflatac is leading the way in sustainable labelling, responding to the growing need and demand for sustainable packing solutions. The company also works closely with designers, helping them to identify the label materials that enable them to bring their visions to life. “Design is the starting point for sustainable packaging,” says Rosti. “Our ecodesign approach guides us to select raw materials that reduce raw material needs, enable re- cyclability and provide renewable alternatives to fossils and lower environmental foot- print over the lifecycle. The main goal of ecodesign is to promote circularity, as well as minimise the negative and maximise the positive environmental impacts of sourcing rawmaterial, manufacturing, logistics and the use and disposal of products.” The rougher, matte feel of Kyrö’s redesigned labels is one aspect of a holistic brand message supporting sustainability as a value. Koskinen understands that claiming to be sustainable is not enough in itself and that Kyrö has to “walk the talk.” “Our labels are made in Finland in accordance with the highest standards with local materials, and we can easily assess effects on the environment. We source local rye and the more we grow the more we can have an effect on sustainable farming practices. We use biogas in our distillation. So sustainability is an underlying quality,” he says.

“Packaging is very significant as a marketing medium. It can access places that other media cannot.”