What Is a Circular Economy and How to Apply It to Graphic Design

Discover how graphic design can help a brand move from a linear to a circular economy

The current paradigm of linear economic models might be coming to an end. That's what experts like creative director and graphic designer Núria Vila Punzano (@nuriavilapunzano) think. Today, she will help us understand what exactly a circular economy is and how graphic design can help brands embrace it.

A circular economy is a strategy that tries to reduce both the use of raw materials and the production of waste. With a linear economy, what we usually do is extract, create, and then throw away after use. What a circular economy proposes is to create, use, and then recycle.

It is a cycle where everything complies with circularity; that is, it re-enters the chainand does not end up as waste. Upcycling is another expression of this trend.

An important read

To better understand circular economics, you can read Michael Braungart and William McDonough's Cradle to Cradle, a book that Núria considers a useful reference.

This book's motto is Remaking the Way We Make Things and addresses the universe of design and products. The central thesis is that if things can be made with biodegradable materials, they will always return to our planet in a non-toxic way, or they will be used again without having to become polluting garbage.

In short, it is about finding a system in which, if something cannot be biodegraded, at least it will be useful for other purposes. It also has to do with making life easier for users to recycle and reuse what was going to be a waste.

An inspiring example

To better illustrate this idea, Núria Vila describes in her Domestika course the different concepts of a circular economy with an example from a recent project she was involved with.

SlowMov is a coffee roaster company from Barcelona. It has a small tasting room, but its main product is packaged coffee beans. The brand asked Núria to help them become more circular.

One of the main challenges was coming up with a sustainable proposal for their packaging. The solution was switching to a material that naturally decomposes in 200 days when it comes into contact with a common soil bacteria.

When it came to labeling the packets, they decided to use special ink formulated from the discarded coffee beans that would typically be the company's most common waste material. Also, they looked for a way to stick the labels themselves using ecological adhesives with solvent-free glues.

Slowmov decided to start selling in bulk and use labels made from a special type of paper, created from used paper cups, and embossing it themselves to generate even less waste.

Whether looking for biodegradable and compostable materials or formulating its own vegetable ink, the brand's tenacity towards sustainability also became part of its identity. This conceptual exploration and commitment ended up attracting more customers, and the business grew.

In her Domestika course Introduction to Sustainable Graphic Design, Núria provides more examples of a circular economy, like her work with the phytocosmetics brand Montseny.

If you are interested in learning how your work in design can help change the world, do not miss it.

English version by @angeljimenez

You may also like:

- 5 Sustainable Graphic Designers You Should Know
- 7 Sustainable Design Studios to Be Inspired By
- 5 Socially-conscious Artists Creating Art Out of Waste