Instead of the traditional PVC pouch or rigid plastic case, the new pack is a 100% recyclable Forestry Stewardship Council-certified cardboard box that can be hung vertically and horizontally.
Re-usable product pouches included in the top-of-the-range goggles are partially made from Speedo swimsuit fabric cut-offs.
Nottingham-based Speedo said it has cut 118 tons of PVC and 316 tons of plastic from the switch to sustainable packaging.
London design agency R Design created the new packaging and on-pack graphics.
Creative director Dave Richmond said the agency was briefed to increase the visual impact of the products, simplify a 260-strong range and meet Speedo’s ecological vision.
“We have made it easy for the consumer to see the goggles by photographing them and placing the actual-size images on the pack,” he said.
R Design produced three different-size boxes and colour-coded the products. On-pack icons and technical drawings show the features and benefits of each product.
The packaging was printed six-colour litho plus a spot varnish with an embossed Speedo logo.
The new packaging will launch in John Lewis this month, with the international roll-out in early 2009.