Lightweight is beautiful

One of the most widespread false beliefs in the packaging world is that "Heavier equals More quality."
A false myth.
In the common imagination, a "premium" bottle is rigid and heavy. 
In packaging engineering this is a waste.
The watchword is "lighten." The real innovation lies in creating ultra-thin yet incredibly durable containers thanks to computer-calculated structural ribs.
Less material means fewer resources extracted, less waste generated, and less energy used for recycling. Quality today is measured in the ability to protect the product with the bare minimum of material.
Obviously there is a limit to everything. Often when ribs are not welcome it is not possible to further decrease the weight.
Plastic is an extraordinary material, often poorly managed. The circular economy must become increasingly widespread, where every bottle is not wasted but returns to being a bottle.