Lovely Package

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Puma – Clever Little Bag

April 14, 2010 | 22 Comments

Designed by Yves Behar of Fuseproject | Country: United States

“For the last 21 months we have been thinking about shoeboxes: how to fold them, how to ship them and how to reduce them. In the end, we decided to get rid of them altogether because along the way we discovered a new design solution….a “clever little bag”.

Why so clever? By providing structure to a cardboard sheet, the bag uses 65% less cardboard than the standard shoe box, has no laminated printing, no tissue paper, takes up less space and weighs less in shipping, and replaces the plastic retail bag. Now happy Puma customers will take home the clever little one instead.  Oh, and that little bag is non-woven which means less work and waste (it is stitched with heat), and after accompanying you in your suitcase wherever you may go, our little friend is even recyclable.

With our “clever little bag”, Puma kicks-off the next pivotal phase of its’ sustainability program.  The tens of millions of shoes shipped in our bag will reduce water, energy and diesel consumption on the manufacturing level alone by more than 60% per year. In other words: approximately 8,500 tons less paper consumed, 20 million Megajoules of electricity saved, 1 million liters less fuel oil used and 1 million liters of water conserved. During transport 500,000 liters of diesel is saved and lastly, by replacing traditional shopping bags the difference in weight will save almost 275 tons of plastic.

That such a little bag can have such a big impact…you can see why we called it clever.”

via Telegraph


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22 Responses to “Puma – Clever Little Bag”

  1. Christina
    April 14th, 2010 @ 7:23 am

    Very clever, indeed. The bag would also prove useful for athletes or anyone else who needs to bring along an extra pair of shoes. No one ever carries their shoes around in the shoe box after they’ve bought them, but a bag would allow people to easily carry around muddy shoes with no problem.

  2. Graham
    April 14th, 2010 @ 9:46 am

    But without shoe boxes what am I supposed to keep my cassette tapes in. Very nice idea tho.

  3. Teresa
    April 14th, 2010 @ 9:59 am

    I’m going to criticize it (slightly). They should have actually made it bigger so that the bag could have doubled as a “grocery bag” – that way the cardboard portion could have doubled as a stiffener at the bottom of the bag. Plus, it still says Made in China, so that defeats most of the purpose of reduced shipping costs. I’ll hand it to them for having good intentions and at least for doing something.

  4. drollgirl
    April 14th, 2010 @ 10:38 am

    um, this is just BRILLIANT! and it looks fab, too!

  5. Christina
    April 14th, 2010 @ 12:35 pm

    @Teresa – Do you have microscopic vision? Where does it say Made in China?

    Also, I don’t know if your grocery bag idea would have been practical. Are the people who buy Pumas going to be the same type of people who want a bag to bring with them to the grocery store? There’s a chance they could be, but I don’t think a shoe company should concern themselves with appealing to a grocery store’s customers. These two types of businesses just don’t have a strong enough relation.

  6. leytpr4
    April 14th, 2010 @ 1:20 pm

    Teresa– no reason you can’t use it as a lunchbag instead.

  7. Mary
    April 14th, 2010 @ 6:50 pm

    What prevents the box part holding the shoes to not just slip right out of the bag during handling, shipping, stocking? How do you stack them on a shelf? Sorry to be miz practicality, but that’s the kind of thing that drives me nutz w cool packaging that doesn’t consider logistics…

  8. Zack
    April 14th, 2010 @ 8:00 pm

    Quite cool, I would buy it, event I am not a fan of Puma.

  9. Adrian
    April 14th, 2010 @ 9:53 pm

    Fabulous idea and design!! Many sports companies have green initiatives for their footware but fail to further this thinking to the packaging and extended materials. Props to Yves Behar and fuseproject!

    @ Mary – good point but simply adding a “stopper” trinket on the handle strap would solve that problem

    @ Christina – agree with you that they probably didn’t design the packaging with the relationship between sporting and grocery consumer in mind. i’d much rather use the bag as a shoe bag like u stated!!

  10. *iam
    April 14th, 2010 @ 11:41 pm

    Teresa, most products are produced in China. Some Pumas are produced in China, which will always defeat the purpose of shipping costs, but if the all cost productions are done in one place, it actually lessens the costs. Fact. You could google it. Christina has a good point about Puma not having to be concerned about the bag being multi-purpose. People, if they really wish to use it, will find various ways to go beyond it’s initial purpose as a shoebag.

    Mary, I’m sure that the package designers have considered the logistics of the packaging. Anything cubic, with a section will support weight, it’s basic geometry. One way to have answers to your doubts is to buy the product, or at least come close to it, at least it saves you all the musings about the packaging’s functionality. You can’t critique if you haven’t tried/used it or come close enough.

  11. Rose_Ca
    April 15th, 2010 @ 6:14 am

    To Mary: Perhaps the handle on the bag fits around that slit in the cardboard to lock it in place. I think it’s very cool and a step in the right direction.

  12. Teresa
    April 15th, 2010 @ 10:04 am

    Quite frankly, I don’t see why there should be a disconnect bettween those who shop for Puma’s and those who shop in a grocery store. On the one hand Puma could simply take it to the next level by encouraging their consumers to reuse a larger bag for grocery shipping. It’s a win-win: reduced use of plastic grocery bags / increased brand recognition around the neighborhood.

    Oh and btw, I do not need to have microscopic vision, I can see “Made in China” next to the UPC.

  13. Christina
    April 15th, 2010 @ 2:21 pm

    @Teresa – Yes, it’d be great for Puma to encourage their users to live green in other areas of their life outside of buying shoes, but it’s not a FAULT if they don’t. You might as well complain that the shoelaces aren’t decorative enough for people who’d want to wear them as a necklace, or the cardboard insert isn’t big enough for people who want to use it for break-dancing.

    Besides, the packaging needs to be compact in order to hold the shoes securely. If the bag was any bigger, then the shoes would have all sorts of room to flop about and get damaged. The only solution to that would be to add a fourth side to the cardboard insert, which would cause it to become, oh yeah, a shoe box.

  14. Ash
    April 19th, 2010 @ 6:01 am

    Yes, it is better than the old box however the outer bag still takes 3 times as long as your average shopping bag to breakdown….. well over 100 hundred years.

  15. eeg
    April 26th, 2010 @ 5:13 pm

    Mary, see the box is tapered? That’s for stacking purpose.

  16. Kim Chee
    April 29th, 2010 @ 8:16 am

    Hmm, what is it made from?
    What did you color it with?
    How long will it take to degrade?
    (nice bright red puma color, sure it was necessary in the name of “saving”)
    VERY CLEVER BRAND management

  17. kristian del rio
    June 6th, 2010 @ 9:04 pm

    Does anyone know where I can find a website that showcases printed catalog designs the same way lovelypackage showcases?

  18. 4D
    September 9th, 2010 @ 1:25 pm

    Just jealous that ya’ll didn’t think come up with simple idea first…

    @ Teresa…H8 H8 H8….
    Would u carry ur groceries in a bag that ur shoes were in?

    @ Mary… H8 H8 H8…
    They spent 21 months developing product…DO you think they forgot , shipping, stocking? How do you stack them on a shelf?

    @ Rose Ca…glad that there are people out there figuring things out by themselves by looking at things in more depth first , unlike Mary who is too busy criticizing that she did not even try to figure it out by looking at it closer…

  19. Lovely Package
    September 9th, 2010 @ 2:24 pm

    @ Mary: To answer your question, which is a valid query, the loop of the bag slides through the notch in the cardboard and rests in the circular hole, stopping the cardboard part containing the shoes from being able to slide out in transit.

  20. DaveG
    June 23rd, 2011 @ 2:07 pm

    I am lost here. A typical shoe box is just some cardboard, this is some cardboard and a bag, how is this a reduction? The bag looks cool but, as the cardboard, will end up in a landfill; even if it is re-used a few times. Iwould say I can re-use a shoe box as much and recycle it easier than a bag. Please someone set me straight…

  21. Sami
    September 12th, 2011 @ 8:01 pm

    well, I love it. I had to buy a pair for work, but I found, theres still at least 5 pieces of tissue paper in the packaging. So happy to see such an improvement, but thr article above is not completely accurate.

  22. Tammy
    June 26th, 2012 @ 10:11 am

    I love the bag..what a nifty idea Puma People..I reuse my bag for a number of things..Red color never lets me forget it..and it’s so fahionista! thanks :)

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