BEHAVIOR AND PLASTICS
Design for user behavior; awareness of the use of recycle plastics goods. Challenging the material perceived quality and aesthetics through external signifiers
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Re-Tag
RECLED PLASTIC PROJECT
2025, 4 months group project- Masters
Third party certification initiative to address the use of recycled plastics products (RPP), and challenge the aesthetic and perceived quality connotations of this type of materials.
How do we disrupt the common practice of perfectionism in the plastic industry?
The plastic industry is currently governed by an obsession with "perfectionism," where recycled materials are often forced to mimic the flawless look of virgin plastic. This creates a disconnect: how can we shift consumer perception so that the narrative of recycled plastics becomes an aesthetically pleasing experience?
How do we disrupt the common practice of perfectionism in the plastic industry?
Re-Tag is a third-party certification and recyclability informant designed to highlight the unique story of every object. Our research shows that recycled plastics exist on a spectrum: sometimes the recycled content is "visible," acting as a bold selling point, while other times it is "invisible" and pristine for a more subtle audience. Re-Tag bridges these worlds.
Re-Tag aims to work as an standardized "badge of authenticity." The tag itself is an eye-catching "melted stamp" that informs the user about the item's recyclability while creating an emotional connection that encourages longevity.
“When respondents are asked about the factors that decrease attractiveness, approximately one-third (31%) state that product labeling is unclear... In general, reliability, clarity and simplicity are valued in labelling.” — Consumer Preferences for Recycled Plastics (2025)
The Digital Ecosystem:
Beyond the physical tag lies a digital platform designed to inform through radical transparency. Here, consumers can explore the in-depth journey of their purchase, from raw material transformation to specific care and disposal instructions. It also provides a social platform to connect with other Re-Tag users.
This webpage allows you to navigate an Intro page to explore recycled plastic products,, an Inventory to manage personal Re-Tag certificate items, and a Social Feed to connect with friends and share stories of the product.
“Transparent marketing, effective communication about benefits, and storytelling that emphasizes material transformation are essential for building trust and enhancing perceived value.” — Sulaimani et al. (2025)
Through the App experience, users can also access the platfrom and scan the tags with the batch number that veries from product to product, to automatically add the recycled plastic product to your inventory.
use the camera to scan the tag-number
Connect with the online profile
add it to your inventory and create a profile
Digital presence of the tag (buying through an online provider)
Physical presence of the tag (buying in-person)
Theoretical framework;
Donald Norman’s Three Levels of Design
to address current plastic market failures:
Visceral (Appearance): Currently, "invisible" recycled plastics offer no sensory cue of sustainability. Re-Tag provides a visible, tactile "badge of authenticity."
Behavioral (Usability): We solve the frustration of greenwashing and unclear labeling by providing standardized, easily accessible data via the digital platform.
Reflective (Meaning): By moving away from weak storytelling, we increase the Perceived Value. Users no longer just buy a product; they adopt a narrative of transformation they can be proud of.
Other Key Terms
Observability in RPP This refers to how visible the recycled content is to the naked eye. Re-Tag leverages observability as a selling point; whether the plastic is "loud" (visible flakes and swirls) or "invisible" (virgin-like), the tag ensures the material’s sustainable origin is always recognized and celebrated.
Perceived Value & Storytelling Beyond the functional use of a product, storytelling increases its worth in the mind of the consumer. By emphasizing the transformation of waste into a functional object, Re-Tag builds an emotional connection that encourages users to keep products longer and take pride in their environmental impact.
Third-Party Validation Inspired by B Corp and Fairtrade, Re-Tag acts as an independent "badge of authenticity." It provides the reliability, clarity, and simplicity that modern consumers demand, removing the skepticism often associated with internal brand marketing.
Disruptive Perfectionism. The industry standard often demands that recycled plastics look identical to new ones. Re-Tag disrupts this by proving that "imperfections", the unique textures and colors of recycled materials, are actually markers of a high-quality, authentic, and modern aesthetic.
This project has been developed as part of the first semester of the Master of Strategic Design and Entrepreneurship at the Royal Danish Academy (Det Kongelige Akademi). Co-Creation; Mathias Vincent Amand Meyer, Olivia Valentin, Ella Henson and Rafael Van der Hoeven
This project aligns with The 17 Sustainable Development Goals (SDGs) according to the The 2030 Agenda for Sustainable Development.
Due to the nature of the design, its aim in ecology and the production methods, it focuses on Goals 9 "Industry, Innovation and Infrastructure", Goal 12, "Responsible consumption and production" and Goal 13, "Climate Action".
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