Den Braven case: turning used sealant tubes into reusable omnichannel packaging

When Den Braven launched its All-in-One Seal promotion, the company needed a packaging solution that could perform equally well in retail stores and e-commerce distribution. At the same time, it wanted to reinforce its sustainability ambitions by giving its own plastic waste a second life.

DW Reusables partnered with Den Braven to co-design a reusable carrying case that combined circular material use, strong branding, and operational efficiency within one innovative packaging solution.

Den Braven required a single packaging solution capable of supporting multiple sales channels. The case needed to protect a promotional set containing twelve sealant tubes and twelve nozzles during transport while remaining attractive for in-store presentation.

The ambition went beyond functionality alone. Rather than using conventional recycled plastics, Den Braven challenged DW Reusables to manufacture the packaging from its own post-consumer waste: empty sealant and glue tubes collected after use.

Transforming this material into a high-quality reusable product presented significant technical challenges due to the composition and processing characteristics of the recycled plastic.

Working closely with a specialised recycling partner, the R&D team at DW Reusables developed an innovative production process that transformed used sealant tubes into durable reusable packaging.

Using advanced material analysis, laboratory testing, and computer simulations, the team successfully optimised the recycled material to meet the required strength, durability, and appearance for repeated use.

The resulting briefcase was specifically designed for omnichannel distribution. It offers strong product protection during transport, stacks efficiently for retail display, and features full branding to maximise visibility at the point of sale.

Beyond its initial purpose, the sturdy reusable case was designed to remain valuable for consumers long after purchase, encouraging reuse as a practical storage solution for tools and DIY accessories.

The new reusable briefcase enabled Den Braven to support both retail and e-commerce with a single packaging solution, simplifying distribution while improving brand presentation.

By transforming used sealant tubes into new reusable packaging, the project demonstrated how valuable raw materials can remain within a circular production loop instead of becoming waste.

The durable design extends the product’s lifecycle beyond the initial purchase, while reducing demand for virgin plastic and supporting Den Braven’s broader sustainability objectives.

“This packaging is a great example of how used material can get a second life,” said Rudi Raskin, Sales Director at DW Reusables. “It is fully branded, ideal for both retail display and e-commerce, and designed to be reused by consumers long after the original product has been used.”

This project illustrates how DW Reusables combines circular design, material expertise, and practical packaging engineering into one integrated solution.

By working closely with customers and recycling partners, we develop reusable packaging that not only improves operational performance but also creates new value from existing materials. Our in-house R&D capabilities enable us to transform complex recycling challenges into practical, scalable solutions that support both business objectives and sustainability ambitions.

The result is packaging that performs throughout the supply chain while extending the lifecycle of valuable resources.

Den Braven is an international manufacturer of sealants, adhesives, polyurethane foams, and other construction chemicals. Operating worldwide, the company supplies both branded and private-label solutions for the construction industry and is committed to developing more sustainable products and packaging solutions.