Crown’s reusable tin concept ushers “shiny future” for circularity

02 Jun 2020 --- Tapping into the circular economy mantra, rigid packaging supplier Crown Holdings has developed a reusable gifting tin, suitable for both food and cosmetics applications. Based on the company’s research in packaging design trends, the concept spotlights what Crown calls the “Human Nature” trend, which draws on the Earth’s natural elements. The trend employs sensory and visual elements to underscore the packaging’s eco-conscious product process and resource-conserving materials.

“This was something new for us. We’re delighted because this format has only been used in a taller format. We are trying to bring something to other markets, something that has a low cost for the customers but delivers a new shape to a new market,” Sarah D’Amato, NPD & Marketing Services Manager at Crown Aerosols & Promotional Packaging, tells PackagingInsights.

The Human Nature trend is inspired by the planet’s unique natural variations, according to the company. The Crown gifting tin has a triangular construction with rounded edges, which help the tins stand out on shelf. Moreover, the gifting tin’s inks create an oxidized mineral effect, giving the appearance of natural weathering over time and draws on a color palette that embraces the diversity of nature. 

Gifting tins are particularly ideal for wine and spirits, D’Amato affirms, however, the shorted Crown concept is designed to also cater to markets, such as cosmetics, perfume bottles, biscuits, tea, coffee, snacking and confectionery. The company has already been contacted by confectionery companies who have expressed interest for its smaller sized applications, she asserts.

The evolution of the premiumization trend
Previously, PackagingInsights reported on the growing trend of aesthetically pleasing sensory and visual packaging designs. The trend has been moving toward the premiumization of packaging, however, D’Amato foretells a different avenue of applicability. 

“Our customers want to premiumize and differentiate their tins, but we have seen a real change in people not wanting to spend a lot of money. They don’t want radical shifts and they don’t have a lot of money to invest,” she explains. Instead, the packaging design has gained an increasingly important role, including the artwork, shapes and sizes.

What’s in store for reusable packaging?
Metal packaging is increasingly moving into the mainstream as a reusable packaging alternative to single-use plastic. Seventy-five percent of metal packaging recycled in Europe highlights this success, according to Metal Packaging Europe research. Crown is currently on track to meet its environmental sustainability goals to achieve 30 percent renewable energy by 2020 and 100 percent by 2050, D’Amato notes.

Known as a very eco-friendly material, the tin is 100 percent recyclable, D’Amato further highlights. “The metal substrates have the highest recycling rates, not only in Europe but in the world. When the metal is recycled, it has unlimited uses. Moreover, this tin is manufactured in the UK and all of our parts in the UK use 100 percent renewable energy,” she adds.

Reusable metal packaging may be a solution to decelerating the single-use plastic pollution crisis, experts highlight. However, a one-to-one comparison of metal to plastic packaging remains a complex topic. “When we talk about plastic packaging, there’s not just one type. What we’re hearing a lot about at the moment is that recycled content is mainly in PET, but there are other formats that are not recyclable. So it’s very difficult to compare.”

When creating metal packaging, D’Amato admits that metal uses more resources than plastic would use. “However, once that metal is manufactured, it’s actually a resource. Metal can be used forever, over and over again. Metal is so easy to recycle with magnets so that no metal reaches landfills. For example, a metal tin or piece of packaging can be recycled and used for anything – it could be a part of a car, mobile phone or plane. There’s no limits to what it can make,” she details. 

The company states its metal packaging plants dropped its energy usage by 6 percent by the end of 2018. The direct emissions from its glass packaging facilities in Mexico are significantly higher than those from our metal plants due to the energy-intensive process of converting sand to glass. 

Ultimately, it is about “weighing the benefits of metal packaging,” says D’Amato, and Crown predicts a shiny future for its new gifting tin concepts.

By Anni Schleicher