Graphic Design by COHN, Inc.

The Issue

  • SolaBev acquired BrewOne, the maker of a fully recyclable single-serve coffee capsule, in late 2013 to take on market-dominant Keurig Green Mountain’s non-recyclable K-Cups.
  • SolaBev needed a short-term solution and a long-term vision to recycle their capsules while going through a parallel product redesign to make recycling and/or composting simple.


  • Held a strategic planning meeting with the staff and key board members to determine and refine long-term goals and objectives.
  • Conducted a basic lifecycle analysis looking at all the parts and components of the capsule to identify the design strengths and flaws for end-of-life recycling and/or reuse.
  • Evaluated a new material for its potential use in manufacturing.
  • Informed client of various recycling options and packaging adjustments to reach their 100% recyclable goal.
  • Created go-to-market strategy in conjunction with SolaBev’s marketing firm.


  • The company is officially launching their new capsules in late 2014/early 2015 and product packaging and manufacturing decisions cannot be disclosed at this time.
  • The company has, however, adopted a cradle-to-cradle committment and initial response is positive.

Apply it to Your Company

  • Product lifecycle analysis
  • Cradle-to-cradle product solutions
  • Go-to-market strategy using sustainability principles as a core feature