Doing More With Less - Aliph Jawbone

The challenge for Yves Béhar and his fuseproject design team: significantly reduce the amount of material used in the new Aliph Jawbone Icon pack while maintaining the brand image established by the original Jawbone packaging. By switching from polycarbonate to Eastman’s Eastar™ copolyester, fuseproject designers achieved a 68 percent reduction in plastic as well as the 360º view of the earwear inside the museum-like pack that’s integral to the Jawbone consumer experience. Says Béhar: “In everything that we do – whether it’s the form and color of the shields or whether it’s the plastic we use – we try to use it in the smallest quantities possible but also in the most refined and purposeful ways possible.”

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