
-- ml
At Evian the way they've structured the flutes and the way they've webbed the outside of the bottle means the consumer can easily compress it. It's good branding, too,' he says. 'They've reduced the materials by redesigning the flute, but managed to give it an iceberg shape which conveys the meaning. Every aspect performs a function, giving strength and rigidity to the bottle, and you can crush it at the end of its life. I'd class that as brilliant eco design.'
What might a culture that valued simplicity and biodegradable packaging offer? How about this from How To Wrap Five Eggs by Hideyuki Oka, Bijutsu Shuppan-sha 1965. (English edition Harper & Row 1967)"... There's glory for you!"
"I don't know what you mean by 'glory,' Alice said.
Humpty Dumpty smiled contemptuously. "Of course you don't -- 'till I tell you. I meant 'there's a nice knockdown argument for you.'"
"But 'glory' doesn't mean 'a nice knockdown argument,'" Alice objected.
"When I use a word," Humpty Dumpty said in rather a scornful tone, "it means just what I choose it to mean -- neither more nor less."

One figure is missing: Tasha, Tony's collie mix mutt.