Modern Species Modern Species Strategic Branding & Responsible Design
Menu x


A Sustainable Design Blog

Breaking the Mold with Molded Pulp

Every now and then a company tosses tradition to the side, goes back to the drawing board, and comes up with a truly unique and much more appropriate solution to the problem. When they launched their new molded pulp and recycled plastic laundry detergent bottle at last year’s Expo West, Seventh Generation was just that company.

Now a good nine months later their new package, developed by Ecologic Brands, has collected an armful of awards and is making a big splash across the globe. I must admit that when I first saw this new design, I was a bit skeptical. It seemed too good to be true and I figured that we'd eventually find out it's not as eco as we thought (much like bamboo clothing). However, with all the positive press and thumbs up from the industry it seems that this mold-breaking idea just might be the real deal.

Eco Stats & Benefits:

  • The outer shell is made from 100% recycled cardboard and old newspaper which can be recycled up to 7 more times (impressive).
  • The inner pouch uses 70% less plastic than comparable plastic jugs, can be made from #2 or #4 plastics (two of the better plastics for recycling), and is recyclable itself (awesome).

This Eco Bottle™ is available for use on other products as well, which is doubly cool. To find out more and see the options visit

Gage Mitchell is the Principal / Creative Director at Modern Species. For more posts from him, click here.

Some Related Articles

Principles have no real force
except when one is well fed.- Mark Twain