Biofore-Magazine-2021

By Maria Stambler Illustration Butterfly Cannon Photography Getty Images

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FEATURE

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Butterfly Cannon’s Climatic Table™ is part of its Conscious Design™ process.

Sustainability, it’s elementary

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Negotiating the sustainability minefield “If you’re a small brand and you’re stepping into the realm of sustain ability, where do you start? Just putting your foot forward can be a minefield. The idea was to make something that was easy to digest, clearly designed and incorporated the thinking across the entire sup ply chain,” begins Jenny Greenwood , Innovation and Sustainability Manager at Butterfly Cannon. As head of the in-house sustainability team at Butterfly Cannon, an award-winning design agency that specialises in aspirational brands, Greenwood worked with her colleagues for almost a year on

the challenge. They wanted to develop a simple step-by-step method that would dispel any confusion among both clients and their internal teamwhen selecting themost sustainable design choice. The result was the Conscious Design™ process that begins by clar ifying a brand’s purpose, followed by a definition of its sustainability goals and finally understanding the context within which they are working. This is supportedby their innovativeClimaticTable™, which has 28 sustainable design elements across four areas: Resources,Man ufacturing, Distribution and Closing the Loop. “Our Climatic Table™ makes no apology for its similarity to the

he world of sustainability can be complex. Whether it is trying to understand the difference between composta ble vs biodegradable or carbon footprint vs renewable resources, the available information is oftenmany pages long and difficult to grasp. However, a London-based brand design agency has developed an innovative approach that allows both cus

Taking the first steps towards sustainable design can be overwhelming, which is why one design agency has developed an innovative approach.

tomers and creatives to easily navigate the sustainable design land scape. What are these elements, how are they used to create sustaina ble packaging solutions and how can labels play a role?