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Doing more with less

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Published on Apr 30, 2010

The challenge for Yves Béhar and his fuseproject design team: significantly reduce the amount of material used in the new Aliph Jawbone Icon pack while maintaining the brand image established by the original Jawbone packaging. By switching from polycarbonate to Eastman's Eastar™ copolyester, fuseproject designers achieved a 68 percent reduction in plastic as well as the 360º view of the earwear inside the museum-like pack thats integral to the Jawbone consumer experience. Says Béhar: In everything that we do whether its the form and color of the shields or whether its the plastic we use we try to use it in the smallest quantities possible but also in the most refined and purposeful ways possible.

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