The global population has tripled since the mid-20th century, reaching 8.0 billion in November 2022 from an estimated 2.5 billion in 1950. Over the next 30 years, this is projected to increase by 2 billion, primarily due to more people reproducing as well as a gradual increase in human lifespan. The repercussions of this will be profound for future generations.
The growing problem of overpopulation inspired one of the prototypes in our Elements envelope — USHA — a Gin concept aimed to raise awareness of this pressing issue. Hindu mythology refers to Usha as the goddess of dawn and rebirth, representing life. She is credited with letting the earth rise against darkness every morning, initiating all human activities, and counting the time left for all living creatures.
The label used for USHA features our Fasson® Cane Fiber Paper White, made from 95% sugarcane by-products and 5% hemp and linen. In the background, the handmade paint reflects dawn's primary colors, while the striking golden line represents Usha's chariot, which brings the sun out each morning. "USHA" is written in its original language on the front label, along with part of an ancient poem dedicated to the goddess.
This prototype demonstrates how luxury brands can pair sustainable labels with meaningful design to raise awareness about overpopulation. Through the use of environmentally responsible materials and a design that connects to the theme of life and rebirth, the label embodies the importance of sustainability in addressing global challenges like overpopulation.
The design highlights the premium quality of the substrate's inherent texture, enhancing its appeal. Its exceptional compatibility with HP Indigo printing allows for vibrant and precise color reproduction, while the substrate's texture ensures excellent foiling results. Together, these elements create a luxurious and impactful design that aligns with the message of sustainability and life.
