CLOSING THE LOOP LOOP, the infinite packaging is the universal solution for packaging and transporting different types and quantities of fresh fruit and vegetables. Fruits and vegetables are among the basic foods of the human being, used transversely in every culture and place, but sadly they are almost always packaged with only plastic. A change of course in the material used for their packaging would have a huge impact on the sustainability of the sector, in terms of energy savings, resource savings, and waste reduction. The goal of LOOP - the infinite packaging is to mark a turning point in this trend. The concept of circular packaging is developed through maximum optimization and standardization, towards a universal packaging, capable of rationalizing the production, logistics and use, reducing waste of material and energy resources for production. The result is a single module that can be replicated endlessly - the module is all that is needed by the producer to pack any type of fruit and vegetable, from A to Z. The material chosen is 255 gr CKB Nude brown kraft board, which fully satisfies the emotional and functional values expressed by the concept. The graphics are reduced to a minimum, while the packaging itself becomes informative thanks to the holes that represent data relating to the sustainability of the choice of cardboard packaging. RAISING AWARENESS The perforated surface on the top of the packaging has the key role of letting customers look at the product, while making it aerate to improve its preservation. But there’s more. At the same time, the pattern becomes a story, a data visualization to tell customers how great their choice of cardboard packaging was and increase their awareness in sustainable behaviors. In each pattern the percentage of the perforated surface is different, representing different data. Each percentage corresponds to a story, written inside the box to be discovered by the consumer during the unboxing, making it a unique experience. CLOSING THE GAP BETWEEN PRODUCER AND CONSUMER The universality of the project offers the opportunity to add a layer of personalization to the packaging, aimed at providing technical information about the product. A dedicated space hosts the stamp and the bar code, while a graphic element will allow the producer to quickly highlight the correct information with a marker, making a gesture that shows the humanity behind the product, a handwritten letter from producer to the consumer that enhances the craftsmanship of the box and authenticity of the content.