Fresh Thinking Paper Ideas – July 2025
This edition highlights the latest innovations and creative uses of paper and packaging, showcasing how industries are embracing sustainability and creativity to reduce environmental impact. From beer brewed for book lovers to eco-friendly packaging solutions, here are some of the standout developments.
Beer For Books
Japanese second-hand book retailer Value Books has teamed up with Coedo Brewery to introduce BOOK IPA, a limited-edition beer designed for book lovers. This collaboration reflects both companies’ commitment to sustainability—Value Books extends the life of books, while Coedo upcycles ingredients like sweet potatoes in its brewing process. With a lower alcohol content of 6%, BOOK IPA is crafted to enhance the reading experience without overwhelming the senses. This marks the first in a potential series of genre-specific beers tailored to different literary tastes.
This Is Not Just Packaging…
Marks & Spencer has taken a significant step toward sustainability by replacing plastic packaging with paper for its Men’s Essentials range. This includes men’s socks, woven pyjama sets, and nearly 40% of the men’s underwear line. The new packaging, made from FSC-approved paper with recyclable paper hooks, aims to reduce plastic waste. Katharine Beacham, head of sustainability at M&S, highlighted that this change will remove over five million units of plastic annually. With 20 million pairs of socks sold each year and one in five UK men shopping for underwear at M&S, this initiative is expected to inspire further plastic-free packaging across the brand.
Top Cap
French packaging manufacturer WIMBÉE has developed the first cardboard cap for aerosol cans, featuring Koehler Paper’s NexCoat Smart flexible packaging paper. This innovation offers excellent laminating, shaping, and printing properties while being made from renewable raw materials. Bettina Bastien of Koehler Paper emphasized its recyclability and alignment with sustainable packaging goals. This development is part of a broader trend toward replacing traditional plastic packaging with eco-friendly alternatives.
The Art Of Paper
James Cropper, a paper and packaging company, collaborated with artist Nathan Ward to create Message in a Wrap, a 3D diorama made entirely from moulded fibre and paper. The artwork celebrates James Cropper’s 180-year legacy and its partnership with Bruichladdich, a premium whisky distillery. The piece juxtaposes Bruichladdich’s Isle of Islay distillery with James Cropper’s historic Burneside mill, highlighting the shared values of heritage, sustainability, and innovation between the two companies.
Big Book Of Packaging
Antalis, a leading packaging company, has released a comprehensive guide to packaging materials, designs, and sustainable solutions. The free-to-download book offers insights into reducing material use, optimising design, and adopting eco-friendly alternatives. Chris Liddell, Antalis Packaging Director UK, emphasised the importance of balancing cost efficiency with sustainability, from reducing waste to enhancing the customer experience.
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These initiatives demonstrate how paper and packaging continue to evolve, offering creative and sustainable solutions across industries. For more inspiring stories, download the latest edition of The Page and explore the possibilities of paper.
To download Antalis’s Big Book of Packaging, visit antalis.co.uk.
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