The brief was to craft a packaging and branding proposal for a chosen fast moving consumer goods product. Whilst researching the existing product offering within the dishwashing tablet category, I found a gap in marketing towards young adults and a lack of sustainability. Therefore, I set out to curate a brand catered towards a younger audience that would address concerns of excess waste. Research indicated that this age group are highly eco-conscious so it was important to present a clean alternative in the home hygiene space.
After conducting a competitor analysis it became clear that most existing packaging used non-recyclable plastics and bulky, excessive plastics. I wanted to create a product that would replace the need for plastic whilst also balancing aesthetics and ease of use. With this in mind, I underwent several rounds of concept development, including concept sketching, prototyping and user testing to inform the packaging shape, structure and function. It was important for users that this packaging was storage friendly and reusable to leave little trace on the environment.
The final packaging solution took the form of a flat rectangular box with a flip up lid. The structure is plastic free and designed to withstand rough handling whilst being storage efficient for small homes and apartments with limited stores, a common pain point amongst the target audience. The design is crafted from 100% recycled materials and can be repurposed for other storage needs or refilled with dishwashing tablets time and time again to lengthen the lifecycle of the product. Through this process I learnt how to utilise pain points and turn them into advantageous selling points. Most importantly I learnt how to better understand a user’s needs and how to effectively design with the end user in mind.
