After 21 months of research, two thousand ideas and over 40 prototypes, Puma unveiled its new packaging system, which replaces the cardboard boxes. Made by the industrial designer Yves Behar, the launch will replace all the boxes at retail until the 2nd half of 2011.

The package consists of two parts: a bag made from recycled plastic bottles, which then gets usefulness in everyday life, and a foldable card with slots, which packs the footwear, without glue or sewing.

At the release of the package, called "Clever Little Bag", positive information for the environment were highlighted:


• Reduction of approximately 29 million plastic bags;
• Reduction of water and energy use by 25%;
• Reduction of CO2 emissions by 25%;
• Reduction of paper use by 75%;
• Reduction of cardboard use by 65%.

In the future, they also want to change the packaging of the clothing collections, adding to the campaign "I am half the bag I used to be." Watch below the animation that the brand created to promote the benefits of "Clever Little Bag”:



Photos and video: Archive