BRIEF
My submission for the BNO Packaging Talent Award 2018. The brief was to redesign Albert Heijn’s own brand of organic laundry detergent. They were looking for an approach that would move their current design in a new direction from what it was, and challenge what the entire category looks like. The product would come in a total of 6 different packs: 3 liquid detergents, 2 powders and 1 softener.
SOLUTION
I often feel that organic products look way too white and sterile - so I quickly decided that I would not do anything like that. Using elements inspired by liquids, waves and cloth, I designed colourful and optimistic feeling packaging that would celebrate the fact that the product contains 0% colourates, parabens and perfume.
I wanted the big wordmark to have a proud placement on the front of pack and to keep the rest of the design in a minimalistic feel to honour the name Puur or 'pure'.
I wanted the big wordmark to have a proud placement on the front of pack and to keep the rest of the design in a minimalistic feel to honour the name Puur or 'pure'.
My approach for this project did not merely consist of the graphic design aspect. To take things a step further, I took a product design approach and looked into more environmentally cautious ways of producing the actual packaging. By using a slightly tweaked milk carton I could drastically reduce the amount of harmful plastics that would normally be used for the detergent containers. Furthermore, I reasoned that square packs would waste less space during transport, which again would have a positive impact on the environment. For me this was an obvious direction to go in order to support the message of environmentally responsible detergent, while also adding elements of personality and fun to the product.
