“About ten years ago I was hiking with friends in Umbria in Italy and all of a sudden in front of me there was a piece of packaging I’d designed.
It was a wrapper for a food supplement bar, a kind of energy bar, and it really hurt me that there was this trash I had created. I started thinking ‘how might the packaging be designed so that it disappears?’.
Back in those days the clients were not really interested in sustainability. They just wanted to optimise the costs and excite their customers.
But things have very much changed since then.”