As participants in the 2010 Package Design Magazine Makeover Challenge, we were asked to redesign a line of laundry products for Sun & Earth. We began by really getting to know the unique brand attributes of Sun & Earth, which helped us to identify Sun & Earth’s point of difference. We focused on respecting the brand’s heritage while creating a versatile design that could easily compete in mass-retail channels.

Our integrated approach allowed us to seamlessly marry the structural design with the graphic design. Crisp shapes and vibrant colors evoke cleanliness and confidence. The loosely positioned abstract shapes nod to the more literal translation of the sun and earth found in the original design, but now offer brighter, happier setting for the branding. The movement found within the design and the intuitive information hierarchy make for a versatile brand architecture.
 

The structural design was approached with the knowledge of how laundry products need to perform. We know that using the correct dosage cleans clothes better, therefore we designed the cap with delineated ridges to help make measuring a no-brainer. We know that scent matters, especially with the natural orange scent being a key driver of the brand, so we designed a fresh-seal pack for the softener sheets to keep the scent stronger, longer.

The unique, asymmetrical handle design works twofold – the small opening on the front allows for maximum face-panel branding while the larger opening in the back and makes gripping and pouring easy for all sizes of hands. If you like our design, vote for us here.