B.E.E. is a line of environmentally friendly home cleaning products from New Zealand with packaging that focuses on typography as the main design element. Not only is it visually interesting, it catches your attention and focuses you on the benefits of the product. If this were sold here it would be in direct competition of Method. Continue for more photos...
"In designing this packaging, we focused on a couple key things 1) make it as environmentally friendly as humanly possible, we did so by using 100% recyclable craft board that is 60% post consumer waste and printing with UV inks to make as little impact on the Earth as possible. And 2) design a trash bag package that is actually nice to look at. This included the obvious Glad/Hefty burst, bevel and glowing color madness as well as not falling into the classic "green" pitfalls we all know (i.e. a forest background and a leaf-inspired logo).
With these things driving the design, we created a line of packaging that feels high-quality and pops off the shelves because it sits back."
Desgned by San Francisco based Hub Strategy & Communication.
Brand Spotlight: Joya
Joya is a boutique home fragrance brand based in New York City. The line was founded by a young Yale grad, Frederick Bouchardy, 4 years ago. He continues to creative direct and works with local designers and close friends.
Joya focuses on fusing natural materials, stylish and unexpected fragrance blends, and innovative package design. There are numerous collections within the Joya brand-intended to cater to different audiences-but the common link is attention to detail and clean, appealing, functional design intended to enhance the experience of opening the product.
Earlier collections were designed in house (by Bouchardy and design partner, Julia Kots, who have since managed other design projects under the name Felis Rufus Design.
The Joya Original collection utilizes an unusual, all-natural tropical palm oil wax and is the first scented candle to be offered at the MoMA Design Stores. The Joya Original gift box features a 2 piece folding carton held in place by an elastic cord. This box was designed with Susan Scior, who also did industrial design on Joya's Plume box, which opens from both sides and features a rigid e-flute tray inside.
This tray keeps the sensuous, curved, acid-etched and screenprinted candle within safe-and it bears a spot pms color representing the fragrance blend and romantic copy describing the scent origins.
Joya's Luscious collection features packaging once again by Felis Rufus Design. The lace print, which adorns the outer packaging for the assorted mini-votive gift set (matchbox style) and tumbler and is screenprinted onto the tumbler glass, was created by hand by Ms. Kots. The Joya PM collection uses vintage textile prints, reinvented by Design Studio 21 in New York City, to decorate the oversized glass container and matching, tonal gift box.
"Shaklee, a wellness company, relaunched their line of environmentally friendly cleaning supplies under a new name: Get Clean brings a friendly and natural approach to everyday cleaning by showing home life and natural elements juxtaposed and working together in surprising ways. The leaflike shape in the logo is reflected in some of the packaging forms, which were carefully selected from stock forms. The packaging system allows consumers to create their own dilutions from the concentrated products, with reusable bottles and a sticker system. This saves on packaging and transportation waste." Via AIGA Design Archives.
Before & After: Schwinn Packaging
Capsule recently redesigned packaging for Schwinn that's hitting the shelves of Target. The inside scoop behind the redesign:
"There aren't many brands out there as classically American as Schwinn. It evokes instant nostalgia, conjuring dreamy childhood memories of adventures down suburban cul-de-sacs. As well as the bicycles it is so well known for, Schwinn also sells a complete range of parts and accessories.
Unfortunately, the packaging on these items was letting the brand down, with its uninspiring look and feel. In shades of grey, black and red and with little useful information for the consumer, the packaging lacked personality. Capsule welcomed the challenge, and we were excited to help the packaging reflect the brand's special kind of je ne sais quoi.
Planning any change to such a beloved national icon must be carried out with extreme caution, since consumers often don't respond well to dramatic evolutions. Our design team began by creating four mood boards, drawing inspiration from a huge variety of sources, with each reflecting a very distinct look and feel. While it can be difficult to articulate the more intangible aspects of a creative vision, the mood boards enabled Schwinn to understand and spend time with each possible direction.
Once packaging concepts were created, Capsule tested these among consumers. We spent significant time with each participant in the biking aisles to enable us to truly understand the many factors affecting the purchasing process and the overall experience in the aisle. We also came away with an astounding picture of the perceptions of the Schwinn brand. It was compared with brand behemoths like Coca-Cola and Levi, and that's when we realized just how much America loves Schwinn.
As the project moved into implementation, the sixty plus products were carefully evaluated from a packaging standpoint to ensure the use of environmentally friendly materials, reduced footprints, and overall package durability. A consistent billboard effect was created with the use of the Schwinn quality seal and script wordmark, color palette, star pattern, and bold typography treatment. It leverages the brand's vibe of classic Americana with a contemporary spin on a decidedly retro look. These brand elements create a strong presence in the aisle and allow for easy navigation to find the product and features the consumer is looking for."
See two more photos and a "before" photo after the jump.
Method Laundry - The Evolution of Laundry Detergent
Method has just taken the wraps off their next generation of laundry detergent, a patent pending highly concentrated formula, 50 loads in one small bottle:
"Big news, people against dirty! a new laundry day is dawning. we’re thrilled to introduce you to the world’s smartest laundry detergent: method laundry detergent with smartclean technology™. this revolutionary new detergent is powered by a patent-pending formula in a custom-designed pump bottle that will transform laundry as we know it. there’s no time like a new year and a new decade to say out with the big ol’ jug, and in with the new."
Drummond Lawson, Method's Director of Sustainability explains some of the eco benefits of the new Method Laundry:
"The biggest problem is that the majority of the liquid in regular 2x detergent isn’t actually detergent. it’s water. which is a pretty silly thing to buy and carry around and pour into a washing machine. in fact, we think they should all change their name to ‘detergent infused water’. the consequence of all this detergent-infused water is that each year, tons and tons of excess plastic bottling and millions of gallons of water are shipped around the country, taking up space, wasting fuel, and making laundry into one heavy, drippy headache.
We thought there had to be a smarter way, and sure enough, our green chefs found the key. they designed a high-powered, plant-based detergent to contain only the water needed to hold it all together, which means it is 4 times more concentrated than the plain old 2x stuff. it’s so revolutionary, we are patenting this formula and are calling it smartclean technology. the result is that load-for-load, method laundry with smartclean technology uses 70% less plastic than the jugs, takes out all that excess water, and gets cleaning power into a handy, lightweight pump bottle.
We also knew that the hard-to-read caps on laundry jugs mean most people unknowingly use far more detergent than they really need to, and worse yet, that the excess detergent doesn’t make clothes any cleaner, it just washes down the drain and out into the world. so we tried an array of designs, and found that making an easy-to-use, no drip pump solved both the overdosing and the blue-tinted mess. given how concentrated this detergent is, all you need is just a little amount – ¼ the dose of the leading national brand – so a pump also makes it easy to exactly measure out what you need. no guess work or eye-balling!"
Method's industrial designer Josh Handy discusses the evolution of the packaging:
"Hey people against dirty, i am method’s industrial designer which means i am responsible for the design of our bottles. i start by taking pen to paper before i move to the computer. take a look at some of the early drawings for the method laundry bottle. who knew these chicken scratches would lead to such a great product? me, that’s who!"
"In this sketch i started exploring the ways we could use an existing pump and change it so that it met our usability and durability requirements."