Before & After: Dryel

Given the lively discussion at last week's Tropicana post, I thought another Before & After might be fun. Check out the new look of the Dryel home dry cleaning system.

 

The new design is by Coho Creative, where I work. (We'll be redesigning our Web site soon too...)

This was Dryel Before:

So as not to sway public opinion about the aesthetics, I'll talk about the project considerations, constraints, etc. after the cut. Feel free to comment first if you prefer.

Just some additional info about the packaging: the main Starter Kit is cylindrical (elliptical not circular) with a plastic cover and an insert card. The Refill Kit is a standard cardboard box/carton.

Behind the scenes of Dryel's redesign:

The Dryel team came to Coho Creative needing a new look for several reasons.

1. The package was old. Period. And redesigning your packaging often shows your consumers that you're still interested and invested in your product.


2. The Dryel home dry cleaning system was going to be "new and improved" and the packaging needed to convey that message. Both verbally (in copy) and aesthetically.


3. Lower cost products had entered the market (where I believe Dryel was more or less alone before) and Dryel needed to combat this new competition.

Coho went through the usual steps -- research, assess, strategize -- and saw an opportunity to modernize and brighten the packaging, clean up the visual clutter, and develop a clear hierarchy of communication (features, benefits, etc.). We created several options, ranging from "close in" to "far out," and presented them to the Dryel team.

Three concepts were taken to testing, and the results of that consumer-based research, combined with our strategic recommendations and the Dryel team's needs, led to the chosen design.

There were, of course, many tweaks made between research and final production. In an ideal world, we'd love to see a "cleaner" visual, but in consumer goods there is always a certain amount of messaging, legal-ese, etc. that you just can't avoid. Still, overall we think we achieved our goals with this design.

We look forward to hearing your thoughts!

Comments

[Erich]

There's no comparison. The after is a great reworking. It feels more active.

[Alice]

Thanks for posting all of this great information! I'm studying both marketing and design, so I loved reading bout the actual process behind this very real-world design project!

[Gin]

My first reaction was, "uuuuwaaaaaaaaaah!" It is quite a bit hyperactive. I'm on the side of less being more, but I understand how marketing demands that every single feature of the product be on the front and the back ;)

Now not about your design... Something I have always disliked about Dryel's packaging is the BOX itself. I don't understand why it's been a oval shape- it doesn't stand or stack well with my other laundry items. It is difficult to fold the fabric bag back in a way that I could snap the flimsy plastic lid back on the wobbly paper tube. After five years I've still got the same package, but I wish it were more convenient to use.

[Pablo]

Great work!!!Really (as we say in argentina): the day and the night!Congratulations!

http://dgdico.com.ar/

[itsnick]

Definitely a decent update. I have one question when looking at the new packaging...

The Refill box has the 'New and Improved' Dark Blue background leading nicely into the green curve, yet the Starter Kit has this art disjointed. Why?

-Maybe it is the production artist in me but I would have lined both package's art the same.

[Kristan Hoffman]

Awesome! I'm so glad you enjoyed it.

[Kristan Hoffman]

That's a really good observation. You're absolutely right, lining the curves up would have been ideal. The problem I think we ran into is that "UltraCleaning Cloths" runs so long that to accommodate it, the dark blue circle had to be a certain width... Now, could we have tried messing with that copy a little more? Probably.

After 6 months, the "New and Improved" messaging is supposed to come off (by regulation) so that's something I'm sure we will address at that time.

[jay3737]

the starter kit top "panel" is a curved insert that wraps around the kit products. as the products move around slightly during shipping, they move the insert around somewhat, which contributes to the lack of alignment shown in this image. this was not something we considered in the design phase, unfortunately.

:)

[Kristan Hoffman]

Oh yeah! I forgot (how sad of me) that it's no longer just a flat card insert but a wrapped one. Thanks for the clarification! (Go, team. ;P)

[RRW]

Looks way better, although I do get 'water' from the blue swirl. More like regular laundry detergent cues that a dryer product. Did that ever come up?

[Kristan]

Thanks! And great question. To the best of my recollection...

Yes, it did come up, and we tried various things to help clarify. For example, we overprinted a dryer pattern in that area (not a great shot, but essentially this dot pattern: http://yaleappliance.com/blog_pics/dryer.jpg ) but that became too busy.

Instead we decided to incorporate a dryer icon and the "cleans with steam" messaging, neither of which were on the previous packaging.

Also, I think this the unique packaging structure helps set it apart from detergent.

[Kurt L]

to begin with the first design was nothing to brag about but in the era of change this is quite weak.

i guess a group of wayward souls made to final decision on this one.

“if you say you like the new design we’ll give you a slice of pizza”

i get all my one-liners from 30rock

[design@design.com]

Good job! but, by my opinion, it miss a point : "new and iIMPROVED"OK for the new, but the improved...I think you'll beter have to slighty redesign the original Dryel typeface,cause the new style is a bit too conventionaly contemporary.

Why change a typeface that is improved in consumer head's and market ?

[Fred_B]

such insightful feedback...if only everyone could be so eloquent in their responses!

then again, anyone who quotes mainstream television as a "critique" of a redesign is just...too...clever!