Puma’s “Clever Little Bag” is an interesting approach to the issue of packaging and waste. Rather than having a complete box, which consumers will put into a (usually disposable) bag to carry home, the design combines a cardboard skeleton in a reusable bag made of recycled material. There is no plastic liner, nor is there any lamination on the card. The whole idea is to reduce environmental costs at each stage of the package’s life: raw materials, production, shipping and disposal. The concept is particularly interesting because it takes something that is very standardised, and seemingly minimal, and finds a new, and seemingly better, way to do things.