The core idea behind this packaging redesign was to make a more environmentally friendly. Plastic packaging is a major contributor to our global plastic pollution issue. With the collapse of the REDcycle program within Australia, it is even more evident of the necessity to design better solutions for plastic packaged products. It is far more common knowledge of how to deal with recycling cardboard. The general consumer understands how to recycle cardboard leading to less waste and a more successful circular economy.

Cardboard packaging appears to consumers that a brand is making clear efforts to improve their environmental care and processes. Governments are increasingly bringing in regulations businesses must comply with to reduce environmental impact, and getting ahead of the curb will put the business in a better position for if and when these regulations do come in.

The Libra brand is one of the most well established feminine hygiene brands in Australia. Updating the packaging will serve as a unique selling point against other established brands still using plastic packaging and outdated designs.