"We haven’t inherited the world from our fathers,
but borrowed it from our children"
THE ORANGE LESSON
The perfect packaging? According to Bruno Munari is the orange skin. “The individual cloves together is gathered in a well-characterized packaging, both as a material and as a colour: it is quite hard on the external surface and coated with a soft internal protection (cloves, ndr)” writes the great designer and Italian artist in Good design, published in 1963.
And he goes on: “The opening takes place in an easy way, therefore instructions for use are not necessary. The padding layer has also got the function to create a buffer zone between the external surface and the containers, so that, by breaking the outside, in any point, without the need of calculating the exact thickness of this last one, it is possible to open the packaging and take out the inner containers intact. Every container is, in turn, made by a plastic film, which is sufficient for containing the juice, and of course it is quite maneuverable. A very weak adhesive keeps the cloves together, for this reason, it is easy to break down the object into various parts”.
The lesson of a creative master, the caliber of Munari translates in a synthetic and direct manner, the functions and advantages of the good packaging. “Good packaging has never transformed a bad product into a good one, but bad packaging can transform a good product into bad one”.
Sustainability does not mean a world without packaging, the consequences would be absurd, but rather a world with sustainable packaging; the respect and protection of the environment therefore, cannot be considered as a secondary issue anymore, but priority, as they represent a responsibility towards the future generations. It is no longer sufficient to make functional and quality products, but it is necessary that they are also respectful of the environment and easy to recycle.
GRUPPO HAPPY is fully aware of its responsibility and its social role, a role that it intends to fulfill with a constant commitment, through practical actions to protect the environment in which we live.
“Cradle to Cradle”
The commitment is to offer a real contribution for the environment safeguard through a constant work of research and experimentation for the ongoing product evolution. The instruments are several, the PREVENTION is the most important and useful one and through the ECO-DESIGN, the awareness-raising and everyone’s commitment – citizens, institutions and enterprises – it becomes the beginning of a virtuous path towards the carrying out of more and more sustainable packaging.
Simplification, performance increase and reduction of raw material and resources employed, will no longer be an intention or an advertisement, but an enduring and concrete commitment of research and innovation so to give birth to a new generation of packaging, sooner designed, thinking not only to the technical-functional aspects, but also to what will be their “endlife” and even more, to what will be their “new life”.
In the light of what mentioned above, MAGIC PACK and ESPERIA participate, as packaging Team Leader to LOWASTE, a project sponsored by the European Community in the framework of HORIZON 2020. LOWASTE, through an integrated and interdisciplinary approach, face the problem of the food waste, which in Europe has reached alarming proportions: more than 90 millions of tons of food are wasted every year, from production to consumption. The aim is to integrate technical solutions with behavioral models, involving enterprises and consumers, for the reduction and development of food waste, finalized to reach the objectives set by Europe.
In such context, the packaging plays a crucial role, in terms of prevention: with innovative solutions, aimed at increasing the food shelf-life and at simplifying and reducing the materials of which they are composed by. The packaging becomes a key instrument to prevent and reduce the food waste, and at the same time, it also becomes a “renewable” resource, since once it has become waste, it can be recycled or enhanced, triggering that virtuous cycle called “Circular Economy”.
“Ensò in Japanese means circle and symbolizes the universe, the absolute, the enlightenment and it represents therefore a cycle which ends where it begins; an element that continually regenerates, starting again from the beginning after reaching its end. Associating the ensò symbol to the re cycling, becomes a natural gesture to represent that process which allow the packaging waste to reborn every time to a new life”
In 2013 we installed a large surface of photovoltaic panels integrated into the roofing of the different companies of the Group among which, HAPPY srl, MAGIC srl and ESPERIA srl, so gaining a better energetic efficiency, a cost reduction and a consequent environmental protection.