Wrap advisor joins Design Bridge in new role

Design Bridge has appointed recycling organisation Wrap’s former packaging design advisor Helen Hughes as its client director.

The consultancy has created the new role to encourage clients to develop their brands more sustainably.

Joining the client services team, Hughes will work across the client base as ‘an ambassador for sustainability’, according to Nick Verebelyi, the consultancy’s head of 3D structural branding and packaging.

‘We will not be taking a moralising, finger-waving, ethics-led approach with our clients,’ assures Verebelyi. ‘We look at sustainability as a way of achieving a competitive benefit for brands.’

‘Sustainability is increasingly reliant on expert knowledge in a range of specialist areas such as regulations, new materials and technologies, supply chain and retailer operations,’ he continues. ‘We have therefore recruited one of the leading experts in the area of sustainable design for FMCG brands.’

At Wrap, which was set up in 2002 to advise businesses on waste reduction, Hughes was packaging design advisor and project manager in its retail innovation team.

Hughes will be reporting jointly to Verebelyi and head of client services Birgitte Woehlk.