Design Process:
After looking into the female hygiene industry on a whole, it becomes evident that there is not a packaging solution currently which appeals to the previously described ‘eco chic’ target market. Both the extensive use of plastic film and the graphics used in this industry, including Whisper, clash with the target markets attitudes towards the environment, specifically recycling, and aesthetically does not suit their more sophisticated tastes. This design solution explores the possibilities and opportunities Whisper has to be the leading brand in binging environmentally friendly attitudes to the female hygiene market and targeting an ever expanding group of users by embracing an eco-iconic packaging design.
The first concept for this brief was to keep the current idea of a bag like packaging solution, but made out of recycled paper. This concept had a few flaws. The material itself has limitations, like the fact that it gets very crinkled and messy looking very easily. His did not suite the desired aesthetic, as it is a hygiene product a cleaner look is desirable.
The second and final concept:
- Same principles of using a recycled material, but this time uses recycled cardboard to make a sturdier packaging solution
- The target market identified also like to spend a bit of extra money to have nice details, which is why this concept has an inner and outer box, to elevate to design to more than just a cardboard box.
- The Whisper logo. This wasn’t changed as it is important for current users of the product in terms of brand recognition, as well as the fact that the current design fits the chosen target market
- The daisy graphic. Going along the theme of nature, it seemed fitting to have a picture of nature as the graphic on the box. This particular graphic gave the whole design depth as it is a macro shot, along with the fading out into the background. This combined with the brown recycled cardboard gives the design an earthy, environmental feel.
- Absorbency guide on back of outer box. This is a crucial part of female hygiene packaging design. Because there are so many different options in this area, it is important to know exactly what you are buying. The current design has a table that quite effectively displays this information, so this current solution was just simplified slightly and moved to the back of the box. This replaces a current annotated diagram of the pad, which detracts firm the more sophisticated aesthetic of the new packaging and does not convey overly useful information.
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First idea for individual packaging with stitching |
The green inner box. This green is a shade of a green taken from the daisy graphic. This was chosen to add to the earthy, environmental feel, whilst giving the whole design pop and elevating it to another level. The shape of the cut out at the front of the inner box was to give easy access to the pads if they are in either a draw (lift out from the top) or a shelf (lifting out from the front). This is held together with a water based adhesive.
- The individual packaging on the pads uses recycled paper, as in this situation the material needs to be thinner. The graphics on this packaging are just a series of irregular stripes, using shades and tones of the same green as the inner box. This is so that it continues wit the theme of an earthy, environmental aesthetic. These are held together with a water based adhesive. Initially this design included being held together with white cotton stitching, this however has decided against when considering production and the added cost and complexity this feature would have.
- The security seal is also an important part of the design, as to ensure the box is tamper-proof. To fit in with the materials used in this design, perforated recycled paper is used to seal the box. This is easily broken once purchased.
- Because the new packaging uses the same basic dimensions as the current packaging, shipping would be no extra cost. The same amount of boxes would fit in a packing box as the current design. Store display would not be hampered at all, if anything actually improved by the more ridged and sturdy packaging.
- There would be some minor cost increases with this new packaging. Because there is an inner and an outer ox, there is a fair amount more material usage than the current solution. This however can be justified by the obvious advantages that this extra material offers. Firstly, because it is recycled cardboard, there is very minimal cost to the environment made by these changes. The actual financial costs however are justified by the increased perceived value the customer would associate with this packaging. Because of the target markets tendencies to spend more money if they believe they are getting superior value and helping the environment, these costs can largely be absorbed by the customer. These changes also create a stark contrast between the competitor’s products and Whisper’s. This creates a greater shelf presence for Whisper and thus more sales
Pros:
Current packaging amoung competitors.
New packaging anoung competitors.
