Sustainable packaging

The AXA Bike range is transitioning to sustainable packaging.

Vision for the future

AXA Bike Security is firmly rooted in the Netherlands, a country with more bicycles than people. We are the leading brand for bike locks and lighting, a reputation we’ve upheld for over 100 years. While we take pride in our history, our focus is on the future. That’s why we are committed to minimizing our environmental impact.

New packaging line

As part of our roadmap towards a more environmentally friendly operation, we are focusing on making our retail packaging more sustainable. Starting in 2025, the current packaging will gradually be replaced by a new packaging line. This running change prevents waste; we do not want to destroy old packaging stock, as that would contradict our green ambitions.

Sustainable packaging

The principles for our retail packaging:

  • Single-use plastics, such as zip ties and bags, have been replaced with paper, recyclable alternatives.
  • The cardboard is no longer laminated, making it fully recyclable.
  • The cardboard comes from sustainable sources.

 

Each package features a unique QR code that links to the product page, where all information about the product, including the user manual, can be found.

Every aspect of the packaging has been carefully considered to ensure it is fully recyclable, without compromising the level of protection for the product, both during transport and in-store presentation.

Material selection: an exciting exercise

Various types of cardboard were considered, and at each step of the design phase, we explored how to achieve the same results with less and lighter material. Sometimes, we had to take a step back or find even smarter ways to utilize the available space in and on the packaging, without making the folding process too complex or disrupting the balance of the box and its contents. By cleverly using the available space and seeking inventive solutions, we arrived—after much refining and testing—at a streamlined series of universal outer boxes with cutouts that showcase the products. The sliding interiors/inner boxes keep the products securely in place and provide an additional barrier against theft.

Aware of responsibility

Peter Ververs, marketing manager at AXA Bike, says: “As a leading supplier of bike locks and lighting products, we are aware of the responsibility we have to support our extensive network of customers in improving their own environmental performance. Our new range of retail packaging is a small step in our larger roadmap towards more sustainable operations.”

Where do you put your product information?

A particular challenge was the amount of information we wanted to include on even the smallest models of outer boxes: from product type, name, version, and included mounting materials to dimensions, color, barcode, and certifications. Add to that our company details and the diversity of our product range, and you have a seven-star puzzle. This puzzle naturally led to intensive collaboration between our design team and product managers.

We carefully chose how to display each piece of information. To make the right formatting choices, we continually put ourselves in the user’s shoes: do the key product features stand out? Completeness is important, but so are consistency and clarity. Moreover, every piece of information must be accessible to both professionals and consumers.