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AWEN Consulting AWEN: Your Pathway to Sustainable Packaging

Packaging made of coffee grounds, grape waste, eggshells & myceliumRight now, European manufacturers are turning waste s...
21/07/2026

Packaging made of coffee grounds, grape waste, eggshells & mycelium

Right now, European manufacturers are turning waste streams like these into genuine packaging substrates, not lab experiments, but materials already on shelves for premium brands.

This is where packaging innovation is heading, and it moves faster than most brand owners realise.

I put together a full rundown of what I found on my recent trip through Europe, including the standouts worth watching: see link in bio for the blog link

16/07/2026

This Plastic Free July, I am answering your frequently asked questions on the best packaging options!

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Join me at the Sustainable Packaging Summit this November in Utrecht

Use the discount code RENATA15

Link in bio!



I was recently interviewed by Cosmetics Business about the relaunch of Marc Jacobs Beauty and why its new packaging is g...
09/07/2026

I was recently interviewed by Cosmetics Business about the relaunch of Marc Jacobs Beauty and why its new packaging is generating so much discussion.
While opinions are divided on the bold new look, one thing stood out to me: the return of shiny, highly decorative finishes across the beauty industry.
I saw the same trend throughout Luxe Pack Paris last month.
The challenge? Many of these premium finishes use metallised plastic or aluminium lamination, which can make packaging much harder to recycle.
As packaging regulations tighten, finishes need to be chosen for more than just aesthetics—they also need to support recyclability.

🔗 Read the full article via the link in my bio.

07/07/2026

Does it look sustainable?

From the outside, it's brown paper, so many would think yes.

Inside, it's a different story. There's a plastic bubble lining for cushioning, which means the bag can't go into paper recycling as it is and if you look closer at the paper itself, you'll often find a thick, shiny coating too, most likely a plastic layer.

Which makes this not recyclable or sustainable

Paper bubble lining already exists as an alternative, and it holds up just as well for protection while staying fully recyclable. Brands making the switch are proving this isn't a trade-off between performance and sustainability.

So pay attention when you see this.

💡Not everything that looks sustainable is sustainable.

Of all the pledge options, the pre-packaged food is the only one I still buy because I find it hard to find alternativ...
04/07/2026

Of all the pledge options, the pre-packaged food is the only one I still buy because I find it hard to find alternatives.
Well, now I have to find other ways! Let’s do it 💪 Plastic Free July®

Do you have any tips for me?

McDonald's says reusable packaging doesn't work.And their report with PwC UK makes us rethink some aspects of the EU's n...
02/07/2026

McDonald's says reusable packaging doesn't work.
And their report with PwC UK makes us rethink some aspects of the EU's new Packaging and Packaging Waste Regulation (PPWR) mandates, and that it might deserve a closer look before it becomes the final word.
Swipe through to see why.

25/06/2026

Paris vs Shanghai. Same Luxe Pack, completely different supplier landscape.

One thing that stood out in Paris? Specialty paper is stealing the spotlight.

✨ Ultra-thin wraps made with flexible fibre blends

🥛 Specialty paper incorporating milk fibres (yes, from cows!)

🌸 Fragrance paper from Fedrigoni that holds and releases scent for up to 8 hours

🎀 Paper-based ribbons offering a fibre alternative to traditional synthetic ribbons

The future of packaging isn’t just about replacing plastic, it’s about rethinking what materials can do.

What is the most innovative packaging material you’ve come across recently?

25/06/2026

Come with me to explore Paris!

From grape-skin leather to silkworm silk dressing a champagne bottle 🍾, the materials on display pushed the boundaries of what packaging can be.

🍇 Leather made from winery waste
🐛 Silk-inspired luxury packaging
✨ Unexpected textures, materials and sensory experiences

Packaging innovation isn’t slowing down. If anything, it’s becoming more creative, more unconventional, and more exciting than ever.

Which material would you like to see on the shelf next?

21/06/2026

This LEGO keychain tag is a small masterpiece in sustainable packaging design.

Look at how the toy connects to the tag! No glue, no sticker, no plastic. The connection is built into the paper itself, through the way it’s cut and folded.

When you open it up, you get recycling instructions for Italy, Spain, and France, plus FSC certification for the paper.

LEGO operates globally, so the packaging has to speak to every market it lands in (soon to have a harmonised EU label 🙌🏼)

This is what good design looks like when sustainability is built in from the start rather than bolted on at the end. Fewer materials, fewer parts, less to sort at the end of life.

The information does the job too, telling the customer exactly how to recycle it correctly wherever they are.

🚨 PPWR Alert: Are you shipping in the EU market?From 12 August 2026, the EU PPWR limits the amount of empty space in gro...
17/06/2026

🚨 PPWR Alert: Are you shipping in the EU market?

From 12 August 2026, the EU PPWR limits the amount of empty space in grouped, transport and e-commerce packaging to 50% maximum, including fillers such as paper cushioning, bubble wrap, air pillows and dividers.

Take the example below: the product occupies only 3% of the total box volume. The remaining space is filled with packaging material, despite the product not being particularly fragile.

📦 This type of packaging may soon become a compliance risk for companies selling into Europe.

Reducing void space can:
✅ Reduce packaging costs
✅ Improve transport efficiency
✅ Lower emissions
✅ Support PPWR compliance

Many businesses are focusing on recyclability and recycled content, but packaging size and empty space are now firmly on the regulatory agenda.

If you export to Europe, now is the time to review your shipping packaging. We can help! Link in bio

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