This paper explores the concept of green design in the context of production, focusing on investment projects for production equipment design and acquisition by a manufacturing firm. Research towards making manufacturing and production related activities more sustainable is increasing. In the manufacturing sector, environmental sustainability tends to be more commonly approached from the operations perspective. However, the decisions taken in the design phase of the production equipment significantly impact the operations phase. Therefore, proactive design approaches for sustainability applied in product design settings could be transferred to the design of the production equipment to build in green aspects from the outset. This study explores the research questions of what green production equipment design entails and how the concept of green design has evolved in the context of production. Overall, this conceptual paper highlights the importance of incorporating green design principles from the outset of the production design. Transferable methodological issues are also explored for further detailed investigation in the production equipment design context. Strong collaboration between equipment suppliers and the buying manufacturer that aims to integrate sustainability as part of requirements is proposed as an enabler for the way forward. The paper also provides insights into the evolution of the concept in this context for possible future research.