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Infinite Sustainable Packaging

Smarter packaging design solutions.


The future of sustainable packaging 

Infinite Sustainable Packaging, a joint venture between Anthesis and global brand specialists 1HQ, offers a unique end-to-end solution for sustainable packaging innovation and design.

Developing sustainable packaging solutions requires brands to navigate and resolve complex choices, including packaging materials and post-use disposal. Combining creative thinking and scientific rigour, Infinite empowers clients to move rapidly from strategic goals to viable new business models and packaging solutions that are more sustainable, more desirable and drive business growth.

Find out more about the partnership

Sustainability incorporates so many things and understanding all the impacts that packaging has on the environment and society at each stage in its lifecycle is really difficult for most businesses. It is refreshing to see an approach that brings great design together with systems thinking.

Kate Yauk Fernandes
Global Sustainability and Design Manager
Jacobs Douwe Egberts (JDE)

Why now?

Businesses in all sectors and across all geographies are turning their attention to the best way to reduce the impacts of packaging, and specifically of single-use items and plastics, on the environment. As a result, they are seeking to understand the most sustainable options available for their packaging portfolios. And in today’s competitive and evolving markets, packaging must do much more than just protect its contents prior to use; it must be sustainable and deliver on brand promises through better consumer interactions and experiences. ​

The role of packaging is also changing with the growth of e-commerce. The need for shelf presence is reducing in some sectors, and the rising customer and consumer awareness of sustainability issues is creating a drive for more transparency on packaging materials and end-of-life options from all market channels.

Infinite Sustainable Packaging provides the technical expertise and design thinking needed to deliver this sustainable innovation.

Sustainable packaging design venn diagram

What we do

We support brands to create sustainable packaging systems and solutions that are more robust, sustainable, create more desire, and deliver more value. We do this by:

  • Building scientifically-backed strategies to underpin sustainable innovation. This begins with understanding the broader context of regulatory landscapes, drivers and pressures from third parties and consumers, consumption patterns and consumers’ behaviours, aspirations and needs. We then assess the sustainability goals and ambition, evaluate the impact of potential packaging options and recommend a more sustainable alternative.
  • Designing solutions to unlock sustainable growth. We bring packaging strategies to life with 2D and 3D packaging design solutions based on the consumer usage journey.
  • Realising your ambition and driving commercial viability. We test the new solution to ensure that it meets the client ambition, it delivers on all the sustainability priorities and can be evidenced against best in class standards. We then support with the implementation of the new solution.

Who we support

Infinite can support businesses with all types of packaging, both consumer and non-consumer facing.
This includes:

  • Retailers​
  • E-retailers​
  • Packaging manufacturers​
  • Fast-moving consumer goods
  • The food and beverage sector​
  • Pharmaceuticals ​
  • Luxury goods providers

What makes Infinite unique?

The opportunity to bring science and robust decision-making together with creative innovation not only allows companies to find an alternative solution to sustainable packaging but also allows them to visualise what the solution will look like in the context of their business and for their customers.

Before the launch of Infinite, an end-to-end solution backed by this depth of scientific rigour and experience was not readily available.

Bottle Concept


Hear from the Experts

In this podcast episode, we hear from Anthesis’ Debbie Hitchen and guest Mike Webster from 1HQ about how Infinite Sustainable Packaging came about and the importance of packaging innovation in driving real sustainable behaviour change for consumers.

Key Takeaways:

  • Sustainable packaging solutions require better design through an integration of science and creativity.
  • The growth of interest in sustainable packaging has pushed many organisations to look closer at their packaging materials.
  • Alternatives need to consider reusability, circularity and life cycle analysis.
  • Infinite is driving innovation to meet modern day consumer demands through understanding the impact of materials and ambitions of stakeholders.
  • Sustainable packaging can contribute to improved customer loyalty and retention, as well as positive behaviour change.

The brands that will win will be the ones that do more and go further, creating real desire in the process. To achieve this will require a new emphasis on a better consumer experience – not just of the product in-use but at every touch-point.

Mike Webster
Director of 3D Structure & Experience at 1HQ

Introducing the team

Debbie Hitchen – Director of Sustainable Products, Circularity & Chemistry at Anthesis
Debbie Hitchen Debbie has an extensive understanding of the drivers and challenges of sustainable materials management. Debbie supports businesses, NGOs and policymakers to address the single-use plastic agenda for sustainability. This includes overseeing baseline development, benchmarking and goal setting exercises, strategy and action plan creation and materials substitution options assessments, as well as R&D projects in the packaging and materials supply chains.
Dean Sanders – Founder and chairman of GoodBrand, part of the Anthesis Group.
Dean Saunders Dean is the founder and chairman of GoodBrand, a Corporate Social Innovation Consultancy, part of the Anthesis Group. He has worked internationally across a wide range of industries and sustainability focus areas and has been significantly engaged working with the management team of leading coffee company Nespresso, designing strategies and plans for sustainable coffee sourcing.
Mike Webster – Director of 3D Structure & Experience at 1HQ
Mike Webster Mike is an award-winning industrial designer with a wealth of knowledge and expertise in design and innovation across FMCG, consumer electronics, retail and transportation. He brings design thinking to the Infinite team to help make sustainability strategy tangible and create innovative packaging design solutions.

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Anthesis has offices in the U.S., Canada, UK, France, the Netherlands, Belgium, South Africa, Ireland, Italy, Germany, Sweden, Spain, Portugal, Andorra, Finland, Colombia, Brazil, China, Australia, Switzerland, Singapore, the Philippines and the Middle East.