Warsaw / 2023
Fair Brand
Kinder Joy
An eco-friendly packaging concept for Kinder Joy, created as part of the Fair Brand project. It eliminates plastic entirely in favor of biodegradable materials: Pulp-Tec (papier-mâché) and Notpla (seaweed-based film). A 100% reduction in plastic while keeping the brand fully recognizable.
01. The problem
Plastic in packaging
The original Kinder Joy packaging is made entirely of plastic: both the outer shell and the inner insert. With millions of units produced every year, that is a huge burden on the environment.
The Fair Brand project replaces plastic completely with biodegradable materials, with no compromise on function, food safety or the recognizability of the Kinder brand.
The biggest challenge was keeping the signature egg shape and the two-part packaging system while using entirely new materials.
02. Materials
Innovative materials
The packaging uses three materials, each fully biodegradable and safe for food contact.
Pulp-Tec
Molded papier-mâché that forms the main structure of the packaging. A biodegradable, light and durable material with a natural, raw texture.
Notpla
A material made from seaweed. It works as the sealing film and is fully biodegradable and edible.
Notpla laminate
A protective layer on the bottom part of the packaging. It provides a moisture barrier without using any plastic.
03. Construction
Packaging details
Pulp-Tec structure
The main part of the packaging is made of molded papier-mâché (Pulp-Tec). The inside is sealed with seaweed-based Notpla film, which forms a protective barrier for the food product. A larger sealing surface keeps the two halves securely joined.
Print surface
The natural texture of Pulp-Tec doubles as the print surface for the Kinder brand graphics. Printing is done directly on the material, with no extra film layers, which further reduces the packaging's environmental footprint.
04. Impact
How will it affect the planet?
100%
Plastic reduction
All plastic elements removed from the packaging
10 kg
Per 1,000 packages
Plastic saved at a scale of 1,000 units
0
Microplastics
No element produces microplastic pollution
100%
Biodegradable
All materials break down naturally
05. Process
Sketches and research
The design process included material research (papier-mâché, Notpla, alternative bioplastics), concept sketches of the packaging structure, an analysis of existing solutions on the market and 3D prototyping. The key was finding a material that combines biodegradability with safe food contact.
06. Approach
Fair Brand strategy
Eliminating plastic
Replacing the plastic packaging entirely with biodegradable materials: Pulp-Tec for the structure, Notpla as the protective barrier. Zero compromise on function.
Keeping the form
Preserving the signature egg shape and the two-part construction. The packaging stays intuitive to use, recognizable and visually appealing to children.
Food safety
All materials used are certified for food contact. The seaweed-based Notpla film is biodegradable and edible.
07. Color
Material palette
Pulp-Tec
Notpla
Kinder Red
Cream
Black
The palette is based on the materials' natural tones: the warm beige of Pulp-Tec and the olive green of Notpla, complemented by Kinder's signature red. The colors emphasize the concept's eco-friendly character while keeping the brand recognizable.
Fair Brand: Note
A concept project created within the Fair Brand idea: responsible packaging design with the environment in mind. Kinder Joy is a trademark of Ferrero. This project is purely academic and is not affiliated with the Ferrero brand.