REFORM: A Creative Approach to Sustainability

KRAFT Paints continues to advance its sustainability mission with REFORM, a collectible series of premium paint brushes crafted from recycled PET plastic. Designed as both functional tools and thoughtful objects, the brushes embody a design philosophy where circularity, material intelligence and aesthetics coexist seamlessly.

This project offers more than a product for KRAFT Paints, it presents a study in sustainable transformation. Each brush contains vibrant fragments of repurposed plastic embedded in a minimal, translucent form revealing the material’s previous life and inviting reflection on the environmental impact of everyday objects. The interplay between colour, translucency, and texture speaks to processes of renewal, echoing how urban waste streams can be reimagined into purposeful, high-quality design components.

This initiative was brought to life through a close collaboration with REFORM, a creative studio known for redefining materials and production methods through innovative, sustainability-driven design.

Designed & Developed by: REFORM, DRUCKFARBEN Group’s internal creative studio
CNC Cutting: Ant Workshop
Brush Assembly: Zita

Circularity in Action: Material Recovery & Waste Reduction

Our sustainability initiatives extend beyond product design, deeply embedded within our operations and supply chain. The following achievements in 2024 demonstrate measurable progress in circular material flows, resource efficiency, and compliance with GRI and ESRS standards.

Recycled Materials (Plastic, Wood, Metal)

• Plastic: Reduced from 0.477 to 0.363 kg/kg produced
• Wood: Reuse increased by 27%
• Metal: Reduced consumption through improved maintenance practices

GRI 301-2, ESRS E5 | Relevance: Supports secondary material integration—a key requirement under CSRD.

Reduction in Reprocessable Waste from Returns

• 2023–2024 (Mortars): Waste from returns reduced by over 75%
• Waste streams such as dust, sludge, and customer returns are now redirected for internal reuse rather than third-party disposal.

GRI 306-2, ESRS E2 | Relevance: Enhances ecological performance and lowers reliance on landfill and incineration, delivering both environmental and economic benefits.

A Holistic Approach to Sustainable Design

Through initiatives like REFORM and systematic improvements in material reuse and waste management, KRAFT Paints is shaping a future where sustainability and design innovation evolve together. For architects, designers, and specifiers, these actions reflect a commitment to responsible material use, transparency, and continuous performance improvement values that increasingly define contemporary architectural practice.