Chris White is MD and co-founder of This Way Up, a brand & design consultancy specialising in health and wellness. This Way Up work with global market leaders such as Danone, Unilever, Molson Coors, Lactalis, Pladis and Suntory to develop new brands and extend existing ones into more nutritious and healthier propositions.
Following a career in innovation, strategy and design Chris set up This Way Up to work with entrepreneurs and founders to commercialise new food ideas, technology and pioneering breakthroughs from precision fermentation to edible wrappers to Aqua farming.
With a team of planners, researchers, designers, project managers and realisation experts, This Way Up offers strategic positioning, brand design, digital and comms support. The agency also works extensively with Asian brands including Yutaka and Mizkan to provide a bridge for businesses in Asian markets to access the European and US markets.
This Way Up’s work is award winning and globally recognised from Design Effectiveness to Pentawards. You can see some of our work here www.thiswayupdesign.com
In 2024, the highest honor of the Pentawards, the Diamond Award, was presented to the OGT protein bar packaging designed by This Way Up. And the most surprising reason for its win? It has no packaging at all! Instead of conventional wrapping, This Way Up developed an edible film and rice paper label, creating packaging that you can literally eat. This innovation not only eliminates litter concerns when enjoying OGT protein bars outdoors but also enhances the overall user experience.
Beyond edible packaging, more and more brands are exploring circular solutions, biodegradable materials, and alternative sustainable approaches. As packaging design adapts to this wave of sustainability, how can designers break away from tradition and find a fresh balance between environmental responsibility, functionality, and user experience?