Case Study: All of the Good Things packaging approach

Situation and Challenge

All of the Good Things is a small Australian business offering eco-friendly, Fair Trade and ethically sourced gifts designed to support sustainable living. Its products range from jewellery and homewares to personal care items and gift packs.

Sustainability is integral - products are largely made with natural materials, enabling customers to live more sustainably and are sourced from artisans and disadvantaged communities through Fair Trade supply chains.

Packaging is an important part of these values; however, packaging sustainability messaging in the broader market is often confusing, inconsistent, vague and difficult for consumers to interpret, with claims that can be misleading or lack clear evidence.
The business had already made thoughtful choices – genuinely aligning with circular economy principles, and with a strong preference for reused or reusable items where possible.

There was opportunity to help customers understand the specifics, strengthen the sustainability narrative and why these options were preferenced over others.

Our Approach

Bel was engaged to provide independent subject matter expertise from a circular economy and sustainable packaging perspective, this involved:

• Talking through and analysing current packaging approach and offerings
• Demystifying current solutions small businesses often preference, without understanding the life cycle implications
• Identifying additional initiatives to highlight – e.g. right sizing packaging, which creates efficiencies for materials used, but also creates improved environmental outcomes in the logistics process
• Explaining the technical reasons why reuse if preferenced over recycling
• Relating the Australian recycling system’s capability to packaging and label choices – and how the Australasian Recycling Label is determined
• Interpreting the ACCC’s business guide to making environmental claims
• Articulating and writing up content on packaging for the website
• Completing interviews online on circular economy, waste and packaging so All of the Good Things’s customers can understand and access information

Bel’s Unique Value

With a strong track record in major FMCG brands, Bel brings a deep working knowledge of packaging, logistics, recycling systems, governance and appropriate communication for a B2C audience.

Bel has extensive technical experience in packaging – including publicly publishing Australia Post’s packaging life cycle assessment; the science which underpins the enterprise’s packaging strategy.

Importantly, Bel understands the governance and accountability requirements when making claims to customers, ensuring communications are framed in a way that is accessible, and transparent and trust worthy.

The result

All of the Good Things now has clearer messaging around its packaging approach, helping customers understand the science and intention behind the business’s choices.

The work identified best practice initiatives – including preference for reuse and right-sizing, while avoiding confusing or unsupported sustainability claims. Customers are now better able to understand why certain packaging solutions are used and how these decisions align with the company’s broader sustainability values.

This has helped position All of the Good Things as a thoughtful and credible small business, operating with integrity in a market where packaging claims are often unclear or misleading.

Check out the messaging on their website !