Designers: fuseproject - Yves Behar, Josh Morenstein, Nick Cronan, and Seth Murray of fuseproject and GBH Location: San Francisco, California, USA Category: Packaging Award: Winner

PUMA Clever Little Bag

PUMA's "Clever Little Bag" is a bag and box combination; a cardboard sheet folds into a box structure, fitting seamlessly into a cloth bag. This system uses 65% less cardboard than the standard shoebox, is recyclable, and reduces water, energy and diesel use in manufacturing by over 60% per year.

While PUMA is one of the most environmentally conscious clothing and sportswear companies in the world, they are ultimately confined by established industry norms and manufacturing processes. PUMA's original shoebox was already very sustainable and used far fewer resources and materials than similar models from other shoe companies. However, it was still a box, part of an aging system that produces a massive amount of waste.


PUMA came to us to further these sustainability commitments, but more importantly to go above and beyond what has already been done. We wanted to look at the total system, not just the end product. Partially because we are removed from the industry, we were able to bring insight, innovation and a new perspective to their packaging. We needed to examine the viewpoints of all of the stakeholders in the product lifestyle and think about how the new system would affect each of them from start to finish. Through this unique point of view, as both outside observer and as a leader/innovator in sustainable design, we helped catapult this project into an entirely new realm - abandoning the shoebox and system fully and exploring an entirely different design, thinking outside the box...

Core77: What's the latest news or development with your project?

When The Clever Little Bag first launched last year, it was only available in certain outlets and for select products. However, in 2011, PUMA has expanded its reach and has made the sustainable system more and more available, both in stores and online! To find a store near you, go to www.puma.com/cleverlittlebag. In 2012, the plan is for the entire PUMA production to be in the Clever Little Bag. We also applied the same philosophy to other packaging structures, for example reducing protective garment bags by 50% and using a biodegradable plastic for the rest.

What is 1 quick anecdote about your project?

It's really all about the bag. Shoes typically are not square or rigid, why should the box be? Why is there so much wasted space and packaging material used only to ship the product. The Clever Little Bag holds and protects the product from the footwear factory, through distribution, shipping, point of sale, and eventually all the way home and into the lives of the customer as a reusable bag that can be used for traveling with your shoes, or many other uses as we have seen online (toys, veggies, etc..)

Read on for full details on the project and jury comments.