Tabitha Eve
Sustainable packaging design for a zero waste lifestyle brand
The brief was to create a brand and packaging system that reflected Tabitha Eve’s commitment to sustainability while helping the business stand out in a growing eco retail market. Every design decision needed to support the brand’s environmental values without compromising shelf presence, quality or customer experience.
Our research revealed that many sustainable brands relied on similar visual cues, making it difficult to stand apart. We saw an opportunity to create a more distinctive identity that felt premium, contemporary and recognisable, while remaining true to the brand’s zero-waste philosophy. Sustainability wasn’t simply a message to communicate – it became a principle that guided every stage of the design process.
Carefully considered packaging design
The packaging was designed with both environmental impact and customer experience in mind. Every material, paper stock and ink was carefully considered to ensure the final solution reflected the brand’s values.
Rather than following the familiar kraft paper approach used by many eco brands, we chose white paper with reduced ink coverage to improve shelf presence while keeping the environmental impact low. We also developed a glue-free packaging structure, requiring extensive prototyping and testing to create a solution that was durable, fully recyclable, ethically sourced and free from harmful chemicals.
Featured by Emma Watson for Vogue
The finished brand and packaging gave Tabitha Eve a distinctive identity that reflected both the quality of its products and the values behind the business.
The products have since received recognition well beyond Wales, featuring in actress and activist Emma Watson’s Vogue episode – Emma Watson: In The Bag and appearing in GLAMOUR Magazine roundup of the best reusable makeup pads to keep your skin (and the planet) clean – helping introduce the brand to an even wider audience.
“Thank you so much for all of your hard work on our rebrand and packaging designs. Everyone loves them, most of all me!”
Debbie Rees Tabitha Eve
