Early feedback on the paper 'bottle'

Remember the paper "bottle" that Ecologic Brands Inc. rolled out last month for its Seventh Generation laundry detergent? A sustainability consultant blogged today about how he is disappointed in the package.

Paul Smith, the founder of GreenSmith Consulting, wrote that "there was something about the design that missed the mark, on a psychological level. The lack of handle made it feel strange to hold. It was only then that I realized how crucial a handle is to my laundry detergent paradigm. The package utilizes pressed recycled paper, which makes the inclusion of a handle quite a challenge."

He added that the sample bottle he received leaked, and he also was critical of the company's claim about how much plastic it was saving.