NEWTON, MA–(Marketwire – July 20, 2010) –  Continuum, a global innovation and design consultancy, today announced its role with Preserve, a leading producer of recycled household products, in creating the company’s brand positioning and designing the Preserve Mail-Back Pack, a lightweight package that also serves as a mail-back recycling pouch for the Preserve Toothbrush.

“The impact of most sustainable solutions is directly related to the scale of its appeal,” said Eric Hudson, founder and CEO of Preserve. “We turned to the innovation and design expertise of Continuum because we wanted to develop strategic direction on how to broaden Preserve’s appeal with consumers and broaden our brand awareness as a leading force in sustainability and lifestyle design.”

In the first phase of its engagement, Continuum helped reposition the Preserve brand, including naming Preserve’s Gimme 5 campaign for recycling #5 plastic containers, which are typically not accepted by most community recycling programs. The Gimme 5 campaign enables consumers to recycle #5 plastic at retailers such as Whole Foods. Preserve’s innovative business model uses waste-stream plastics to create first-rate consumer goods and also offers to close the loop for their consumers once products have been used.

Continuum’s next assignment: Working with Preserve to decrease the environmental impact of the Preserve Toothbrush. The Preserve Toothbrush handle is made from 100% recycled plastics, including recycled Stonyfield Farm organic yogurt cups. Preserve wanted to take the product two steps further by lightening the package so it uses fewer resources and offering consumers a “take back” solution to keep old toothbrushes out of the landfill — enabling the product to have a second life.

Using sustainability practices and brand expertise, the Preserve-Continuum team created the Preserve Mail-Back Pack for the Preserve Toothbrush. The lightweight package encases the toothbrush, protects it during shipments, presents the product at point of sale, and doubles as a return envelope. Consumers simply return the toothbrush after use in the envelope and mail it back to Preserve, free of charge (for the first 250,000 units sold), so it can begin its next life stage. Preserve then turns the returned toothbrushes into plastic lumber for picnic tables and boardwalks, and soon, rain barrels.

The Continuum-Preserve team created a totally new design for packaging the Mail-Back Pack Preserve Toothbrush — visually different from standard toothbrush packaging. The Preserve packaging is opaque with printed graphics that highlight the product’s features, including its recycled content. In a sea of clear plastic and cardboard packages, the Preserve Mail Back Pack stands out amongst the major brands and provides a new option in line with consumers’ expectations for something more in a toothbrush.

“We are thrilled to have worked with Preserve to apply sustainability design expertise to help Preserve create a packaging solution that is grounded in the company’s unique business model,” says Dean Whitney, Principal, Brand Strategy at Continuum. “We completely changed the convention for toothbrush packaging with the Preserve Mail-Back Pack and couldn’t be more pleased with the results. The package is environmentally responsible, protects the product, stands out in the retail environment, and can be mailed back for recycling.”

Preserve launched the new Mail-Back Pack Toothbrush at Whole Foods in January 2010 and at Target on April 22, Earth Day. Within three weeks of the launch with a leading retailer, the package is outselling Preserve’s previous package by 37%.

About Continuum
As a global innovation design consultancy Continuum designs experiences that improve people’s lives and drive business innovation. Based on in-depth consumer research, rigorous analysis of clients’ business challenges and inspired creativity, we identify opportunities for innovation, create new products and services, and design new ways to communicate brands. Since 1983, Continuum has worked with companies worldwide including AllSteel, American Express, Procter and Gamble, Master Lock, Samsung, and Staples. Continuum has offices in Boston, Los Angeles, Milan, Seoul and Shanghai. www.dcontinuum.com

About Preserve
Preserve is the leading producer of fabulous 100% recycled household products for everyday use. Preserve turns yogurt cups into toothbrushes and take-out containers into cutting boards. Preserve has been putting big ideas into small packages and finding smarter ways to make everyday products for the kitchen, table, and bathroom since 1996. The company is powered by the recycling efforts of individuals and companies via its Preserve Gimme 5 program. This program accepts #5 plastics that many municipalities do not currently recycle–such as yogurt cups and other common household containers–transforming them into new Preserve products. All recycling and manufacturing is done in the USA. Preserve empowers people to make everyday choices that are better for the earth while offering real solutions without compromise. Preserve products can be found at forward-thinking retailers like Whole Foods Market, Target, and a variety of grocery and natural food stores. www.preserveproducts.com

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