Flutter: Eco-Friendly Flower Packaging Inspired by Butterflies

Morvarid Hashemi’s design merges sustainability with conceptual elegance.

Morvarid Hashemi’s Flutter presents a fresh approach to flower packaging, drawing inspiration from the delicate wings of butterflies. This innovative design not only elevates the aesthetic experience of gifting flowers but also addresses the pressing need for sustainable packaging solutions in the floral industry. The butterfly, a universal symbol of freedom, is cleverly integrated into the product’s form, allowing flowers to be displayed above the wings in a conceptual-fantasy arrangement that captivates both giver and receiver.

Flutter distinguishes itself by prioritizing eco-friendly materials. The use of 180-gram organic Kraft paper, produced in Iran, replaces conventional plastic sheets, significantly reducing environmental impact. The packaging is available in two sizes, accommodating both small and large bouquets, and features an ergonomic hand hole for easy carrying. The design’s durability is enhanced by the thickness of the cardboard, minimizing the risk of tearing and creasing, while a biodegradable paper laminate on the interior boosts functionality and longevity.

Personalization is central to Flutter’s appeal. The product includes holes along the edges for threading ribbons, inviting buyers to select their preferred color and style. This interactive element not only strengthens the connection between the user and the product but also increases variety in presentation. The top curves of the packaging ensure that the flowers remain visible, while the butterfly motif—shaped by the letters “m” and “w” from the My Way Design group’s logo—adds a distinctive identity.

Field research in Iranian flower shops and the local paper market informed the development of Flutter. Hashemi’s team examined existing bag models and flower hangers, identifying a gap for biodegradable, visually engaging solutions. Overcoming the challenge of avoiding plastic lamination, the design relies on increased cardboard thickness and recommends tying flower stems with twine to prevent moisture damage, ensuring both sustainability and practicality.

Flutter’s creative ingenuity has been recognized with a Bronze A' Packaging Design Award in 2025, a testament to its blend of art, science, and environmental consciousness. By integrating best practices in design and technology, Flutter not only enhances the experience of gifting flowers but also contributes to a more sustainable future for the industry.

Morvarid Hashemi’s Flutter stands as a compelling example of how thoughtful design can transform everyday objects, making them both beautiful and responsible. The project’s success demonstrates the potential for innovation to drive positive change in lifestyle and consumer habits.