Bailey Brand Consulting recently participated in the Project 2020, “Package of the Future”
competition, a brand and package design competition held at this year’s
Pack Expo in Chicago. The competition challenged branding firms to
develop a brand proposition for a product in 2020. The 10 finalists were
selected to display their concept prototypes at Pack Expo. We just
learned that our concept is the Grand Prize Winner!
The Bailey team developed a brand proposition around concentrated soap gel
capsules that dissolve in water. Currently, most liquid soaps on the
market contain up to 85 parts water. With their new concept, SoapStix™, a
consumer simply drops a concentrated, solid gel capsule into the soap
dispenser and adds water. Consumers do not have to purchase large refill
containers and can conveniently use any style or design of soap
dispenser they choose.
The SoapStix™ package was designed to accentuate the shape of the
capsules with a die-cut clamshell made of recycled fibers printed with
soy ink. The brand name strategy includes an umbrella name, FLUX TM [referring to a state of change], and the sub brand name, SoapStix TM.
This concept could easily be adapted to a variety of other products
such as shampoos and conditioners and essentially anything that can be
sold as a concentrate. Further innovation can be made to improve the
dispensers and optimize them for this type of product.
SoapStix TM Benefits
• Eco-Friendly: made from recycled paper; printed with soy inks; recyclable & biodegradable.
• Small Carbon Footprint: source material is post-consumer content;
transportation needs are a small fraction of what is needed to ship
traditional bottled hand soap.
• Retail Friendly: less shelf space and easier to inventory more product; attractive package for eye-catching displays.
• Convenience & Choice: no mess when refilling liquid soap
dispenser; more choices in scents/soap types; can be used with any pump