New product design and existing packaging review are assessed under four key principles:

1. Packaging Functionality
2. Resource Efficiency
3. Low Impact Materials
4. End-of-Life Options

These principles guide the user through issues which should be considered for each stage of the packaging life cycle to ensure that the final package is optimised across the whole-of-life of the package. This approach balances the often necessary, 'trade-offs' for an overall reduced environmental impact.