London studio Made Thought looked to the style of old propaganda posters when designing its identity for the "world's first" plastic-free supermarket aisle.
The aisle, which opened to the public today, is located within an Amsterdam branch of Dutch supermarket chain, Ekoplaza.

"In taking on this challenging brief, we wanted to look beyond the overused lines about environmentalism and altruism," said Made Thought founding partner Ben Parker.
"The brief was all about fashioning a new way of looking at plastic and its place in modern life. It was about realising an inspiring vision of the future that transcends the limited modes of thought that have gone before."
Inspired by propaganda-style motifs, the black and white emblem uses the words "plastic free" to form the three-dimensional shape of a packaging box, printed in a bold, plain typeface.
Ekoplaza plans to roll out the aisle over its 74 branches across the Netherlands by the end of this year, with a second plastic-free aisle set to launch in The Hague in June 2018.
Designers are increasingly focusing their efforts towards finding alternative and eco-friendly alternatives to plastic.
Dutch designers Eric Klarenbeek and Maartje Dros developed a bioplastic made from algae, which they believe could completely replace synthetic plastics over time, while Design Academy Eindhoven graduate Shahar Livne created a clay-like material using discarded plastic.

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