REDEFINING SUSTAINABLE PACKAGING: Google’s journey to 100% plastic-free design

In an era where sustainability is not just a buzzword but a critical business imperative, leading companies are transforming their product design approaches to minimize environmental impact. At bigD, we are passionate about driving innovation through industrial design that balances form, function, and sustainability. One of the most compelling examples of this is Google's ambitious project to achieve 100% plastic-free packaging for its consumer electronics by 2025. This case study offers valuable insights into how industrial design can be leveraged to meet stringent sustainability goals without compromising on quality or user experience.

The DESIGN challenge: Beyond traditional packaging materials

Plastic has long been the material of choice in packaging due to its exceptional barrier properties, lightweight nature, and cost-effectiveness. However, its environmental impact, particularly in mixed-material formats that are difficult to recycle, poses a significant challenge. Google’s decision to eliminate plastic required rethinking every aspect of packaging design—from material selection to structural integrity and recyclability.

For industrial designers, this challenge is all too familiar: how do you maintain the protective qualities, aesthetic appeal, and user experience of packaging while transitioning to more sustainable materials? Google’s approach demonstrates that this is not only possible but can lead to innovations that set new industry standards.

The ENGINEERING of a custom paper solution: A material revolution

One of the key achievements in Google’s plastic-free initiative was the development of a custom paper material that could replace plastic in packaging. The creation of this material was no small feat. It involved extensive material exploration and rigorous testing to ensure it met the critical performance criteria: tensile strength, stretchability, moisture resistance, and visual appeal.

Google’s collaboration with suppliers like Veritiv and Shandong Kaili Specialty Paper Company pushed the boundaries of what paper could achieve. The result was a paper that is three times stronger and 70% more stretchable than their previous paper, allowing for lighter packaging that doesn’t compromise on durability. This innovation is a prime example of how advanced materials engineering, combined with precise design specifications, can lead to breakthroughs that serve both functional and environmental needs.

At bigD, we understand the importance of such material innovations. Our approach to industrial design always considers the full lifecycle of materials, from sourcing to end-of-life recyclability. We work closely with our clients to explore new materials and processes that align with their sustainability goals while ensuring the highest standards of product performance and user satisfaction.

Design OPTIMISATION: Balancing aesthetics and functionality

The shift from plastic to fiber-based solutions in packaging isn’t just about replacing one material with another; it’s about rethinking the entire design. Google’s approach involved optimizing the design for weight and recyclability while maintaining the high-quality aesthetic that consumers expect from their products. For instance, the use of uncoated, visually distinct paper materials not only reduced the carbon footprint but also made the packaging more recognizable as recyclable by both consumers and recycling facilities.

This is where industrial design expertise plays a critical role. Understanding the intricacies of material behaviour, manufacturing processes, and consumer interaction allows designers to create packaging that is both functional and beautiful. At bigD, we believe that every design decision—from the texture of the material to the unboxing experience—should contribute to the product’s overall sustainability profile. This holistic approach ensures that our clients can deliver products that are not only market-ready but also aligned with the growing demand for eco-friendly solutions.

Collaboration and KNOWLEDGE SHARING: Accelerating industry-wide change

One of the most commendable aspects of Google’s project is their commitment to sharing what they’ve learned with the wider industry. By making their custom paper and packaging design insights available to others, they are encouraging a collective push towards more sustainable practices. This spirit of collaboration is essential in driving industry-wide change, and it’s something we at bigD fully support.

In our own work, we strive to foster collaboration between our clients and their suppliers, ensuring that every stakeholder in the design and manufacturing process is aligned with the sustainability objectives. This approach not only accelerates the development of innovative solutions but also helps to scale these solutions across different markets and applications.

The IMPACT on industrial design: Setting new standards for the future

Google’s journey to 100% plastic-free packaging is a testament to the power of industrial design in achieving sustainability goals. It challenges us all to rethink our approach to materials, design processes, and collaboration. At bigD, we are inspired by this example and remain committed to leading the way in sustainable industrial design. We believe that the lessons learned from Google’s experience can be applied across industries, helping our clients to innovate responsibly and effectively.

As we look to the future, the role of industrial design in sustainability will only grow more significant. Whether it’s through material innovation, design optimization, or strategic collaboration, the potential to create products that are both high-performing and environmentally responsible is within reach. Together, we can design a better world.

Join us in shaping the future of sustainable design

Are you ready to take the next step in your sustainability journey? At bigD, we are here to help you explore innovative design solutions that meet your sustainability goals. Contact us to learn more about how we can work together to create products that make a difference.

If you want to discover more information like this, jump to our #bigD blog: https://bigd.es/en/blog/