Pharrell Co-Launches Reusable Covid Cutlery from CDs
Otherware is a new collaboration between London- and Berlin-based design agency Pentatonic and music artist Pharrell Williams’ creative studio I Am Other. Its inaugural launch comprises a reusable cutlery set that, while initially targeted towards festival-goers and office workers, is finding new relevance in the age of Covid-19.
The Pebble is a brightly coloured cutlery set containing a fork, knife, spoon, straw and chopsticks, which all fold neatly into a rounded travel case. The case weighs roughly the same as a smartphone and comes with a lanyard and carabiner-style clip to attach onto a bag for easy carry.
As a nod to the career of collaborating partner Pharrell Williams, the pebble-shaped case is made from polycarbonate that has been reclaimed from waste CDs. The cutlery handles are likewise recycled, using polypropylene from waste food packaging. The only new material is the anodised titanium-coated steel of the utensil heads – its reflective purple hue mimicking a CD’s brilliant sheen.
The design also takes into account end of life. Each component in a different material can easily separate to be discarded into the home recycling bin. Furthermore, the brand is offering a trade-in scheme to reclaim these materials for use in future designs.
Single-use plastics have surged during this pandemic, with the global market for packaging expected to grow by 5.5% during this period – led by increased demand for plastic (Wired, 2020). Both takeaway and sit-in eateries are adopting single-use cutlery to minimise the risk of contagion (Daily Mail, 2020).
Bans for single-use plastic had gained mass public support prior to the pandemic (The Conversation, 2020). Beyond this initial plastic panic, however, consumers will be seeking solutions that protect their health and reflect their environmental concerns.