Super-Synthetics by Maria Idicula Kurian, London Super-Synthetics by Maria Idicula Kurian, London
Super-Synthetics by Maria Idicula Kurian, London Super-Synthetics by Maria Idicula Kurian, London
Super-Synthetics by Maria Idicula Kurian, London Super-Synthetics by Maria Idicula Kurian, London

Is rice starch a sustainable alternative to plastic?

04 : 07 : 2017 Sustainability : Packaging : Design

London – Maria Kurian has re-engineered ecological materials to create alternatives to plastic that only last for as long as they are used.

The manufacturing, processing and disposal of packaging materials such as plastic, thermocol moulds and foams releases harmful toxins that are environmentally damaging. Ironically, most of the synthetic objects that we use for the shortest time, such as plastic drinking cups, are often made from these materials.

‘Objects that we use sometimes for just seconds can take many thousands of years to break down,’ explains Kurian. The Central Saint Martins graduate’s Super-Synthetics project was designed to challenge this wasteful practice of creating short-lived objects from these harmful materials.

Kurian created a plastic cup alternative that disintegrates after 10 minutes of use by layering rice starch. Gelatin was also re-engineered to create a shot glass that is ideal for use in a marathon or medical setting where cups only need to last for a few seconds. More substantial objects such as a pint glass and a water bottle that could potentially last for two days were also made by increasing the number of starch layers in the manufacturing process.

The Big Picture

  • Rethink materials and supply chains from a Whole-system Thinking perspective, taking into account a product’s entire journey
  • Brands need to commit to developing solutions that will have a positive environmental and social impact. For more, download our free Sustainability Summit report
Discover More Daily Signals
Fujifilm’s Look Up campaign positions photography as an antidote to doomscrolling

Daily Signals

Fujifilm’s Look Up campaign positions photography as an antidote to doomscrolling

Fujifilm has launched Look Up, a brand campaign inviting people to put down their phones and approach photography as an act of intentional living.
Technology : Creativity : Tech-Resistance
How Paragon Studio is transforming the in-flight travel experience

Daily Signals

How Paragon Studio is transforming the in-flight travel experience

Paragon Studio has launched Altitude, an in-flight wellness concept combining guided resistance band exercises and mindfulness routines designed fo...
Travel : In-flight Entertainment : Wellness
Stat: Rising memory costs reshape China’s smartphone market

Daily Signals

Stat: Rising memory costs reshape China’s smartphone market

Smartphone sales fell by 13% during this year’s 618 shopping festival – similar to Black Friday – compared to the same period in 2025, because risi...
Statistic : Stat : Retail
KFC leads with emotion over appetite in new campaign

Daily Signals

KFC leads with emotion over appetite in new campaign

KFC has launched Surrender to Tender, a UK and Ireland campaign by Mother to introduce its Tenders & Dips range while debuting the brand’s glob...
KFC : Food : Advertising
Fragrance is the newest frontier of China’s kidult economy

Daily Signals

Fragrance is the newest frontier of China’s kidult economy

Gaming IPs are reshaping China’s fragrance market, with female-oriented romance simulation games emerging as an unlikely but lucrative new category.
Beauty : Fragrance : Gaming
Stat: Holiday demand to boost summer retail spend

Daily Signals

Stat: Holiday demand to boost summer retail spend

Holiday demand is set to support retail spending this summer, despite continued pressure on household finances and concerns about the economy.
Retail : Statistic : Travel & Hospitality
Why M+C Saatchi and Bauer Media Outdoor handed their Pride campaign to the community

Daily Signals

Why M+C Saatchi and Bauer Media Outdoor handed their Pride campaign to the community

M+C Saatchi UK's LGBTQIA+ group Proud and Bauer Media Outdoor have launched Pride is Everything, a multi-market out-of-home campaign running across...
Pride : Advertising & Branding : Brand Identity
Foresight Friday: Rodrigo Tobal Pereira, director of marketing

Daily Signals

Foresight Friday: Rodrigo Tobal Pereira, director of marketing

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, director of marketing&nbs...
Advertising : Marketing : Branding
Stat: UK shoppers lose four working days a year expecting deliveries

Daily Signals

Stat: UK shoppers lose four working days a year expecting deliveries

British consumers spend an estimated 32 hours a year – the equivalent of four working days –waiting for deliveries, according to new research&...
Shopping : Retail : Post Purchase
MAD//Fest 2026: How entertainment is shaping discovery

Daily Signals

MAD//Fest 2026: How entertainment is shaping discovery

At the annual MAD//Fest marketing festival, which continued today in Shoreditch, London, entertainment emerged as a powerful tool for bui...
Marketing : Advertising And Branding : Global Events
You have 1 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN