Τhe pandemic created a series of new everyday habits and needs leading specific markets to shrink and others to sudden growth. A perfect example of that last category is the market of antimicrobial hygiene products. That dangerous cargo that we carry on our palms became more apparent than ever, and myriads of new products came to the rescue.
Antibacterial hand-wipes is a segment that exploded, resulting in dozens of new brands being introduced every day in the American and worldwide market. When asked to design the packaging for a new line of hand wipes, the first big question on our minds was, “how does one stand out in such a noisy segment?” We noticed that most of the competition focuses on the clinical nature of the product, its antiseptic function, and its chemical technology. They all shared a communication & branding that points out the danger of the pandemic and other viruses, treating hand wipes as a clinical weapon against a hygienic enemy.
So.
In order to stand out, we decided to create a packaging that, instead of showcasing the problem, focuses on the solution: a packaging design that builds on optimism instead of insecurity.
In order to stand out, we decided to create a packaging that, instead of showcasing the problem, focuses on the solution: a packaging design that builds on optimism instead of insecurity.
The “All Clear” name has an inbuilt positive positioning while highlighting the product benefit. A similar dual message comes across the main illustration: the V sign,✌️ the gesture of victory, not only points to a positive outcome and sets optimism as the central theme of the packaging but also states the nature of the product quickly and directly (hand wipes).
This duality spreads in the symbols that accompany the center illustration: one reading can be the medicinal and hygienic symbol of the cross, which brings forward the scientific credibility of the product and its clinical capacity, while another reading is the shine, highlighting the product claim of the name (All Clear)
The illustrative lines and the fonts hold a balance between the clean (fitting a product in the clinical category) and the playful (serving a brand with a loose and positive attitude).
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