Creative Gallery on Sustainability Communications


"PUMA Clever Little Bag" For Fuseproject/PUMA
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Description / Synopsis

In Partnering with PUMA, we looked to create a packaging system that would greatly reduce their footprint and build on their initiatives toward cleaner, greener, and safer practices. The Challenges were to change both the design and strategy behind their packaging system to achieve their sustainability goals. The overall challenge was threefold; to create a huge savings in material use, reduce waste and increase efficiency; to work in existing systems and with traditional vendors; and to celebrate PUMA’s global leadership and commitment to the environment.


The Clever Little Bag is PUMA’s innovative replacement for the traditional shoebox, a bag and box combination comprised of a flat cardboard sheet that folds into a box structure and fits seamlessly into a cloth bag. The cardboard is die-cut from one piece of material with no additional printing or assembly, thus it can be returned to the stream more quickly and efficiently. This packaging solution uses 65% less cardboard that the original shoebox. The bag is made of recyclable, non-woven polyester with polypropylene. It is stitched with heat, not woven, meaning less work and waste during production. The ability to reuse the bag is also a fundamental part of this design.


The millions of shoes shipped in this bag will save 8,500 tons of paper, 20 million MJs of electricity, one million litters of fuel oil and one million litters of water during production. Transporting The Clever Little Bag saves 10,000 tons of carbon dioxide emissions.

Title"PUMA Clever Little Bag"
Original Title"PUMA Clever Little Bag"
CitySan Francisco
Brand NamePUMA
Product NameClever Little Bag
Sustainability Themes Ethical Business & CSR, Production Patterns, Waste & Recycling
Date of First Publication 13/04/2010
Country of ProductionGermany
TypeWeb Film
TaglineClever Little Bag by PUMA
Original TaglineClever Little Bag by PUMA
Length85 seconds
Awards -Green GOOD Awards, 2012
-iF Award, 2011 (Gold)
-IDEA Award, 2011 (Gold) for Ecodesign
-The Dieline Awards, 2011 (Best in show)
-D&AD, 2011 for Packaging Design
-Core77 Design Awards, 2011 (Winner) for Packaging Design
-Conde Nast Traveller Innovation + Design Awards, 2011 (Winner) for Sustainability
-Luxury Briefing Awards, 2011 for Innovation of the Year
-AIGA (Re)Design Awards, 2011 (2nd Place) for Environmental and Sustainability
-GOOD Design Award, 2011
-Communication Arts Design Annual, 2010
-Spark Award, 2010
-GOOD Design Award, 2010
Account Director: Yves Béhar
Creative Team: Yves Béhar ,  Fuseproject