Shame on Jimi...
Wednesday, March 10, 2010
The Jimi wallet is tagged as 'The wallet for people who hates wallets' - I've had one for over 6 years now. I bought two at the same time, but the first one is still in great shape and the second one has yet to be needed. I have bought several other over the years as gifts...great product to say the least, especially when considering the price - around $15.
However, I was disappointed today to see the Jimi in their new (at least new to me) retail packaging. In the past, I've only seen them sold without any packaging... and don't get me wrong retail packaging is needed and always a good thing (have to believe that - that's my industry)!But what I saw... a clamshell with recycled paper insert was a bit mind-boggling. When I think of Jimi - I think of eco-friendly (they strongly promote this) and hip... their packaging reflects neither. And although the wallet/product is plastic... they are conscious and aware.
Although the clamshell packaging was produced by Placon - it's still a plastic clamshell. As noted, yes - this is what I do - market, sell, design ecological and sustainable retail packaging, and that's why I am so intrigued... every time I pull my wallet out I get comments, it starts a conversation - I then talk about the product, the company, their environmental stance... and now I can't or at least it has to be tempered due to the choice of clamshell packaging.
And trust me, I know this package, I'm not completely against the use of plastics - that Placon clamshell used for the Jimi package (I hope) is the ECO-STAR 50% post-consumer RPET - it's better than a PVC clam for sure... but I can get them into a package with 70% less plastic... while making sure the plastic that is used is 100% post consumer RPET. Beyond that... use essentially the same amount, or just slightly more, paperboard - whether recycled or virgin (doesn't matter based on all the ecological scorecarding) - and all the while giving them a more marketable, cutting-edge, green, hip (what ever you want to label it) look.
I just fear Jimi went with Placon's cookie-cutter stock clamshells because they didn't know any better. Price and ease of closure was apparently key to Jimi, as the clamshells are snapped closed (no RF sealing).
Bottom line, the package has to match the culture... of the product... of the company. Unfortunately the Placon clamshell does not achieve this for Jimi, in my opinion of course.
* Make no mistake - all you out there, please buy a Jimi - trust me, you'll love it - but if you do, take 8-10 minutes to swing by your local post office and send the packaging back to Mr. Smith and company: 151 Alma St. San Francisco, CA 94117.
If I didn't believe in the product or the company - I wouldn't care this much, but they have a very cool line of products and a unique niche'... I would hate to see their success sacrificed due to their choice of retail packaging.
* Timothy Read more...





