Ruixue (Rosie) Sun

Tails: Optimising Sustainability in Bakeries through Service Design and Reusable Packaging System

How can we design sustainability responsibility into takeaway bakery food services?

Project Abstract

The Tails project reimagines bakery service models focusing on minimising food waste. The design features two sizes of reusable boxes, divisible into six flat panels, available for purchase or rent. Innovatively, bread offcuts (“bread tails”) serve as rewards, encouraging box returns and creating a shared responsibility cycle. A data visualisation system comprising four large boxes behind the counter showcases daily waste reduction. The “Tails” concept, inspired by a Norwegian study revealing 300,000 bread loaves wasted daily, particularly uneaten end pieces, transforms this significant waste into a sustainable solution. This approach redefines responsibility allocation and service processes in the baking industry, addressing a critical aspect of retail food waste.

Q&A

            Q: In 5 words or less, what is communication design research really like?
A: Free yet bounded, ubiquitous.

            Q: Band name or song title that best captures your feeling about communication design.
A: “Night Train” by Oscar Peterson Trio

            Q: How many hours a day do you spend thinking about or practising design?
A: 6+ hours

            Q: Tea or coffee? Estimate number of litres you consumed in 2024 so far.
A: 86 litres

            Q: Weirdest typeface you have ever used?
A: Swiss Grit Dingbats

            Q: If communication design were a dish or meal, what would it be and why?
A: As a tart: can be simple and homey like American-style, or exquisitely refined like French pastry. The key lies in the solid base, requiring patience, proper temperature and humidity to roll out the perfect crust.

Fig. 1 – Tails 01: The Tails project logo features irregular shapes forming letters, tilting and cutting between them to illustrate bread slices, embodying the core idea of valuing every piece of bread.

Fig. 2 – Tails 02: The storyboard presents vital service elements of an outdoor market bakery, including the Tails concept poster, reusable box instructions, and four data visualisation boxes behind the counter, showcasing the new service flow.

Fig. 3 – Tails 03: The reusable box instruction poster outlines the Tails circular packaging system and the bakery's sustainability commitment. It details buy, rent, and bring-your-own options, prices for two sizes, and the full refund policy.

Fig. 4 – Tails 04

Fig. 5 – Tails 05