Google publishes design guide for plastic-free Pixel packaging

Google’s commitment to sustainability is evident in its continuous efforts to develop more eco-friendly packaging for its products, including the latest Pixel 8 series. In a recent Made by Google podcast, Soniya Jobanputra, a director of product management at Google, highlighted the company’s dedication to integrating recycled materials into their devices. The Pixel 8a, for example, boasts a back cover with 24% recycled content by weight, making it the most environmentally friendly option in the A-series lineup. This device also features 100% plastic-free packaging, highlighting Google’s commitment to reducing environmental impact.

Google’s journey towards sustainable packaging is further detailed in its newly published Plastic-Free Packaging Design Guide. This comprehensive 69-page document outlines the steps and innovations involved in achieving 100% plastic-free packaging for the Pixel 8 and all future products by 2025. The guide serves as a valuable resource for other organizations aiming to reduce their reliance on mixed material formats and adopt fiber-based solutions.

Google acknowledges that plastic itself isn’t the enemy. It’s the overuse and reliance on mixed-material formats that make recycling a nightmare. These mixed materials often end up in landfills, contributing to the global plastic pollution crisis. Google’s solution? A shift towards fiber-based materials like paper and cardboard, which are not only renewable but also easily recyclable. The guide emphasizes the need for a fundamental shift in packaging design, production, usage, and disposal to combat the plastic pollution crisis effectively.

Transitioning to plastic-free packaging isn’t a walk in the park. It requires rethinking every component, from coatings and shrink wraps to closure labels and inbox trays. Recognizing the urgency of this issue, Google has made a strategic shift away from plastics in its consumer electronics packaging. The company is now focusing on fiber-based materials, which offer a renewable and recyclable alternative to conventional plastics. Fiber materials, such as paper and cardboard, not only come from renewable sources but can also be recycled more easily and widely. This transition to fiber-based packaging, however, presents challenges in maintaining the functional properties that plastic packaging provided, such as product protection during transit and handling.

To address these challenges, Google has developed and tested various fiber-based solutions. For instance, molded fiber, made from bamboo and bagasse pulp, has been engineered to offer superior cushioning properties, making it an effective alternative to plastic trays. Similarly, greyboard, a robust material made from recycled content, provides the necessary structural rigidity and impact resistance for product protection while maintaining a premium appearance.

By doing this, Google managed to replace plastic laminations with recyclable coatings that offer similar protection and visual appeal. They ditched shrink wrap in favor of clever structural design changes and specialized adhesives. They even swapped plastic hang tabs for molded fiber ones, ensuring both strength and recyclability.

Google’s packaging isn’t one-size-fits-all. They use three main types of boxes: telescoping boxes for high-value products, roll end lock front boxes for versatility, and tuck top boxes for smaller accessories. Each design is carefully chosen to meet the specific needs of the product and provide an optimal unboxing experience.

Google’s commitment to sustainability doesn’t mean compromising on product protection. They emphasize that sustainable packaging must safeguard the product’s integrity, as replacing damaged goods has a significant environmental cost. To achieve this balance, Google conducted rigorous testing, including abrasion resistance, drop tests, and environmental simulations. They also prioritized user experience, ensuring that the new packaging is easy to open and visually appealing.

The guide also highlights Google’s efforts in exploring and validating new designs, materials, and production methods to ensure that their fiber-based packaging solutions meet the necessary standards for product protection and recyclability. This includes repulpability and recyclability testing for all packaging materials, ensuring they can be processed by existing recycling systems.

This Plastic-Free Packaging Design Guide is not just an internal document but a call to action for the broader industry. By sharing their insights, challenges, and breakthroughs, Google aims to inspire and assist other organizations in their journey towards more sustainable packaging solutions. The guide offers practical tips, design insights, and examples for product designers, packaging engineers, and sustainability practitioners committed to minimizing plastic waste and maximizing fiber-based packaging recyclability.

The ongoing journey towards creating 100% plastic-free product packaging for the Pixel 8 and beyond reflects the company’s broader commitment to sustainability. Through innovative material solutions and a strategic shift towards fiber-based packaging, Google is setting a new standard in the consumer electronics industry, demonstrating that it is possible to reduce environmental impact without compromising on product quality or protection.