Re-use pilot
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PressbyrÄnReitan Convenience


Re-use pilot

Skills & services

Concept developmentVisual identityInstore communicationCopywritingIllustrationPackaging design

Pressbyrån is first out with a large-scale pilot project around reusable cups in Sweden together with Stora Enso and &Repeat. In connection with this, Reactor has conceptualized the product use-cycle from a costumer viewpoint. 

Reitan Convenience Sweden is taking steps towards increased sustainability in the convenience industry. In a joint pilot project with Stora Enso and &Repeat, reusable cups are tested at 20 Pressbyrån stores. The project is part of the preparations for the 2024 legal requirement to offer reusable packaging and is the first of its kind in a large-scale and open environment.

The new law, which aims to reduce single-use packaging containing plastic by 50 percent by 2026, will enter into force in January 2024. According to the law, all restaurants and cafes that sell more than 150 units, such as coffee, tea, food, or yogurt, in disposable packaging per day must offer reusable packaging as an alternative.

Reactor has conceptualize the product use-cycle from a costumer viewpoint and produced the pilot project’s overall design program, illustrations, store communication, copy, and packaging design.