Student Spotlight: Tide Essentials

 Stu Taylor is recent grad of North Texas and is a current intern at Pentagram in Austin. He sends in his concept for Tide Essentials, and eco-friendly Tide.

"Tide Essentials is environmentally friendly laundry soap that uses only what is necessary to get your clothes fresh and clean with a minimal ecological impact. The boxes were screen printed by hand on uncoated chip board."

Comments

[Kristan]

Very attractive concepts! :)

[zaydia]

While the design of this is nice, the "Colors" vs "Whites" terminology is borderline racist and brings up some uncomfortable reactions for me.

[Andy]

I love the texture of a plain paper box and I love the way the ink lays down on it as well. On top of that, I like the boldness and clarity of the graphics in this particular piece. A job well done.

[Sam]

You're over-analyzing the "Colors vs. Whites" concept. @Kristan

[Vasili Andreyev]

Extremally good project!!!!!

[shredz]

"borderline racist"...???...that's ridiculous.

[Juliana]

You're over-analyzing the "Colors vs. Whites" concept. @Kristan (2). You may never have washed your own clothes, cause that's EXACTLY how we think when we're doing it: whites must be washed separately. (sometimes blacks too).

What I miss in the package from 'whites' is the information that this products doesn't contain optical whiters (which are harmful to the environment and Tide is one of the brands who have the highest amount on its products). As I'm an enviroment-conscious consumer, I'd want to know it.

[Gabrielle]

I wasn't exactly moved by the "colors" and "whites" titles either. Obviously the designer didn't mean any ill by it, but it's a designer's job to think about how their work may be interpreted.

[Elisabeth]

I agree with @Andy--@Kristan IS over-analyzing the "Colors vs. Whites". I don't understand why one's mind would even GO there. I think the package is lovely as far as textures and ink lay-downs, however the mini one bothers me. I read "MINI COLORS" as one phrase...I think there needs to be some differentiation between the two words...or else it leaves you wondering what "MINI COLORS" means. But overall, I like the design but more so for the execution of materials and inks, rather than the uniqueness of the composition in general. LOVE the white ink on the chip board. That has always been a favorite for me.

[Scarlett]

Beautifully made!

[Briana]

It is pretty... but in the real world this has the danger of going they way of Tropicana and Kraft cheese redesigns. It ignores the consumer and these boxes would look generic next to the competition on a shelf. It might work in a natural foods store, but that's not Tide's primary market. I'm not crazy about the way the logo prints either, the edges aren't crisp.

[Eva]

Lovely- this would really stand out on the shelf. I'd buy it.

To all the people attacking Kristen: I didn't read anything racist in it either, but that's exactly what this open forum is for- to get all types of opinions. If that is her first reaction, it is valid, whether we agree with it or not.

[Ballookey]

Maybe some of the commenters here are too young to remember, or are from other countries where they didn't LITERALLY have signs on public fixtures segregating them exactly as shown on these packages, but that horrible past came rushing back to me immediately when I saw this design. I don't mean that the design is ugly, but obviously the person who designed it didn't grow up in an era when signs exactly like this were common.

It may be that that awful time in American history is nearly completely gone, but it's not entirely gone, and it's something to be mindful of.

[Ratpick]

The racism conversation is just silly. I think it's a really nice, clean design, and it would separate beautifully on shelf due to the materials and design aesthetic. The only issue I have, being a very experienced CPG designer myself, is the variation in color behind the Tide logotype. I think that should be consistent to the brand standard on all the packages. Let all the difference happen elsewhere. Otherwise it's a great idea.

[B]

I don't think this concept is executed fully. I think it would be more interesting if he came up with a concept to hold liquid as well.

It looks OK, but there isn't a retailer in the US that would ever pick this up. Good design doesn't just look pretty, it's functional, pleases the client and the retailer at the same time. No one on this board has any idea how much input Target, Walmart, Walgreens Fred's, Meijer, Super Value, and Shopko have in the packaging that sits on their shelves.

[iki]

Great typography but I immediately got smacked in the head buy the racist undertone to the copy. I'm not saying it's right or wrong but it's interesting how some people are effected by choice of words.

[c]

I think the concepts are amazing and hate to see a comment like the one from Kristan who clearly doesn't understand racism..
Great work !

[this guy]

I really miss the yellow part of Tides colors. I feel like that is a huge part of their recognition and references the sun, etc. Nice info graphic

[Svenn]

Keeping in mind how tragically underrepresented minorities are in the graphic design profession, it's no surprise that people here are so hurried to dismiss the comments regarding racist imagery. By the way, if anyone cares, the comment was made by zaydia. :)

[Paul]

What if it gets wet?

[itsnick]

For those attacking Kristan... She didn't make the so-called 'racist' comment. Maybe this new comment format has you confused.
While I do like the natural and simple design, this is way off Tide equity and P&G would dare risk their cash cow like this. I do think this is would be a great way to push them, but unfortunately it would never make the final cut.

[ED NEU]

The kid is thinking if not very clearly...I was on the scene shortly after the Tide detergent was concieved. The Ad Agency came up with the bases for the design. NOTE: I didn't say "Basic Design.''....Dropping a marble into a tub of colored blue and aqua and all variations thereof, photographs were made and hundreds of backgrounds were printed and then made into packages with T-i-d-e on the prints. P&G had drawers full of these -- BUT, never used. The package was deemed "RECESIVE" by Charles T. Gearhart [sp], who changed the background to bright red and yellow, and the Tide package went on to be a very good package...UNTIL, The Day - Glo Company came along and sold P&G [ AFTER A YEAR OR MORE OF TRYING ] on using daylight fluorescent red ink. Then it became a GREAT package. I know, I had to "sell'' the fluorescent box to management. Of course it wasn't wanted, because it cost a little [ VERY LITTLE ] more. However it blasted the competition out.!!!! Not only was it oustanding on the store shelves, it was a blast of advertising in / or next to the garbage cans along the streets. Ed Neu

[Charmiley]

this would definitely stand out, comsumers get headaches after walking down isle upon isle of screaming, demanding neon packaging. i love the look of cardboard too, makes doing laundry more peaceful. please make this reality!
whites, colours...well its being reduced to the most simple i like that because it fits with the entire concept of this design im sorry it has to sound prejudice!

[Tyler King]

Well done. Nice bold delivery, looks good on plain paper box.