PACKAGING INNOVATION I

THE OPPORTUNITY:
Replace plastic pasta clamshells with a recyclable solution that worked across all SKUs, integrated into existing operations, and avoided a full label redesign.

THE IDEA:
Develop a paper-based sealed tray that reused existing belly bands while introducing clear, on-pack recycling education, evolving the format without disrupting the system.

MY ROLE:
I led the project end-to-end, from concept and custom dielines through vendor coordination, proofing, and press checks. The solution made New Seasons Market the first North American retailer to adopt this format and earned a 2023 WorldStar Global Packaging Award.

Image of three different packaged fresh pastas, a bowl of greens, cherry tomatoes, basil and fresh cooked pasta.
Image of hand holding package of pasta in recyclable container, getting ready to open it.
Image of hand holding package of pasta in recyclable container, opening the plastic top to get to the pasta.
Image of hand holding empty pasta package to show the recycling instructions that were under the product.
Flat dieline of the pasta box with all graphics and art placed, ready for print.
3D mock-up of pasta box showing inside graphics as well as graphics on the outisde.
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