For consumers these days, environmentally friendly behavior from brands is not an option, it’s a must. IKEA gave Hubble Innovation a green mission: identify the weak spots in the brand’s green appeal, and come up with product solutions that go beyond green-washing campaigns.

Hubble Innovations’ observation identified packaging as IKEA’s most obvious green “problem” for consumers. Each piece of furniture is separately wrapped in a cardboard box, which creates a “waste experience” for consumers at home that for the safe transportation of IKEA products was seemingly unavoidable.

Hubble Innovations suggested making the green attitude an intrinsic part of IKEA products by turning packaging into a relevant product in itself and thus adding additional value to the IKEA line-up.

Cardboard boxes were imprinted with a little bit of extra ink and provided an additional cut-and-go, easy-to-build free object. This idea fit perfectly into the already existing do-it-yoursel logic of the IKEA brand.

To engage consumers, communicate the new approach and create an ongoing flow of product ideas, Hubble Innovations created an online crowd sourcing platform for more cardboard objects.

By digging into the consumer culture, Hubble Innovations identified an innovative way to address the green mission of IKEA, create new products, strengthen the brand and excite consumers.

The concept is currently tested in selected European markets.