Out’a the linez has been involved in the unique opportunity of creating and developing brand strategies for a new, innovative product within the Life Science research industry. Sorenson BioScience, a leader in bioscience ingenuity and manufacturing, has developed a patent pending, pipette tip racking system that will have a substantial impact on the amount of waste generated through the use of traditional plastic pipette tip racks.

The e•dek pipette tip racking system is made of 100% recyclable stock certified by the Forest Stewardship Council. Great strides have been taken to ensure recycling capabilities were consistent throughout the creative process. All the end user has to do is simply crush the e•dek up and toss it in the recycle bin. It’s that easy.

An estimated 4,000,000 lbs of plastic from pipette tip racks is deposited each year in landfills around the world. Traditional pipette tip racks are made of polypropylene plastic. It behaves similar to other plastics in regards to disposal. Most commonly, it is thrown in the garbage where it makes its way to landfills around the world. According to the Energy Information Administration , plastic occupies 11% of America’s solid waste by weight, but 25% by space. It takes 200-400 years for plastic to degrade. It can be recycled under code 5. However, only 2-3% of plastic generated is recycled.

There is no need to go into the specifications of manufacturing and recycling of plastics and resins, for I am not a specialist in that field. However, I do have a vested interest in the impact resins and non-disposable materials have on our environment. Long before the “Green” movement became the main topic in scientific communities around the world, and of concern to even the most deniable of people, Tree Huggers have been trying to save the planet from man-made destruction for many years. Fortunately for me, through my upbringing and the influence of the Flower Power generation, I learned to question the motives of man, error on the side of humanity and protect the innocent that can’t protect themselves, mammal, reptile, flora and fauna alike.

Now please don’t misinterpret this; I am not a member of ELF or any other fringe radical organization, though I do belong to several conservation organizations and support issues on conservation. So when the opportunity arose to create the brand and launch strategies for a product that would have such a positive impact on our environment, I was thrilled. This would be an opportunity to contribute to the sustainability movement and bring awareness to the intelligence of environmentally sound design and communication principles. What I learned through our research, the creative process, and the manufacturing of the e•dek racking system would prove to be invaluable.

I am not ignorant of sustainability resources and supplies and the effect different ink types have on the environment. I knew the benefits of using uncoated stock vs. coated stock, after all, I worked for 7 years with an offset print company and witnessed first hand the chemicals and inks used in the printing process and the magnitude of paper waste that took place. The chemicals alone could do more damage to your brain cells than the combined drug use of the 60’s and 70’s era.

What I did learn however, was that through my design and selection process, I can have a larger effect on the environment than I thought possible. When we specify rice paper or hemp paper, we quite possibly have put into motion a process that could have a substantial effect on our environment and the world we live in. Think of the possibilities. For instance, when we specify the use of hemp paper, en mass, we create demand for that product. In order to meet demand, supplies must increase. What better way to restore the American Farm experience than putting farmers back in their fields, growing resources that will sustain their heritage and ours for years to come. As designer’s, through our selection process, we can have an impact on where our suppliers purchase their materials and products. By insisting on sustainable products, certified by the Forest Stewardship Council and others, we will insure intelligent use of our resources, and conserve those resources for generations to come.

Tremendous strides are taking place throughout the industry. From the invent of direct-to-press technology and digital printing capabilities, to the use of vegetable-based inks vs. oil-based inks and cleaner printing techniques, are all strides towards re-shaping an industry once an assaulting force on our environment, to one that is leading the way on intelligent renewable energy and natural resource use. Continued emphasis on environmentally sound design criteria and communication efforts will ensure the sustainability of this movement.

Through this experience, Out’a the linez has added one more criterion to our philosophy and approach to design. We have, and always will, approach all projects with our client’s best interest in mind, the best solution for their end user in mind, and now, the best solution for the environment in mind. By applying these philosophies, all parties prosper. Our clients prosper through the value eco-design communications provide and in turn are able to market themselves as a supporter for the use of renewable’s, which consumers and businesses prefer and patronize. However, the largest benefactor of environmentally sound design criteria and procedures is Mother Earth herself. For as we all know, without Her, all else is irrelevant.

I would like to express my thanks and gratitude to Lou Banks, product manager at Sorenson BioScience for his contribution to this article and providing Out’a the linez the opportunity to be a part of such an industry-changing product like the e•dek.

Layne Lundstrom is the Founder and Creative Director of Out’a the linez. A Environmentally conscious design firm.