OVERVIEW
Our involvement with the NA Laundry division of Unilever (and later with Sun Products) started very tentatively with a few pencil sketches for a single bottle and grew into a huge multi-year engagement as we helped them with the transition to concentrated detergent formulas across most of their structural packaging (a change we highly supported).
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WHAT WE DID
Structural Packaging, Manufacturing Liaison, Consumer Research
DESIGN TEAM
Stuart Harvey Lee, Jochen Schaepers, Lindsay Mannix
BRIEF
Clean and (Not So) Simple
One of our most challenging design projects for Unilever was to design a highly efficient structural design for a 96 oz laundry bottle to allow 3x concentrated laundry detergents to be sold in a club store environment (a first for Unilever).
We were asked to incorporate a tapped dispenser, consider shrink-wrapped graphics, and work with existing production equipment to create efficient pallet pack-outs. To further complicate matters Unilever wanted to capture the Design DNA of their cute Small & Mighty bottle in this new structural design.
Our first job was to identify and understand the differences between shopping in a club-store environment and a regular big-box retail store. We then took a deep dive with the manufacturing plants and molding vendors to understand any process restrictions. Laundry detergent is a super-high volume manufacturing process and efficiency of the structural packaging is key.
PROCESS
Working with Teams
Our first job was to identify and understand the differences between shopping in a club-store environment and a regular big-box retail store. We then took a deep dive with the manufacturing plants and molding vendors to understand any process restrictions. Laundry detergent is a super-high volume manufacturing process and efficiency of the structural packaging is key.
Collaborative, resourceful and world-class design thinkers and partners who bring to life smart, innovative, consumer-driven and manufacturable solutions.
VINCENT MASOTTA
DIRECTOR, VISUAL BRANDING
Once we understood best practices we started developing our designs. Early models and 3D renders were used in consumer focus groups for feedback, and throughout the development process there were multiple checks with Unilever’s in-house engineers and external vendors.
We were also considering secondary packaging (laundry detergents are almost always displayed in a palletized format in club stores) so secondary packaging became very important.
THE RESULT
It Cleaned Up
The bottle’s inviting new form appealed to consumers, and the oversized shrink-wrap allowed for impactful branding, essential for success in a club store environment. As a bonus, the packaging was awarded a 2009 Bronze Pentaward. Ultimately, the design’s success is demonstrated by its adoption across multiple brands, both in retail and club stores, and its adaptation to various sizes. We’re proud to have contributed to the transition to concentrated formulations—it makes sense for both the consumer and the environment.
Take a look at our case studies
Our first job was to identify and understand the differences between shopping in a club-store environment and a regular big-box retail store. We then took a deep dive with the manufacturing plants and molding vendors to understand any process restrictions. Laundry detergent is a super-high volume manufacturing process and efficiency of the structural packaging is key.
Summary
What began as a single bottle concept sketch for Unilever’s laundry division evolved into a multi-year partnership, supporting the shift to concentrated detergent across structural packaging. Prime Studio guided the process from consumer insights to manufacturing efficiencies, resulting in a bold, omni-channel ready design that enhanced branding impact and production performance. Now used across multiple brands and formats, the packaging not only won a 2009 Bronze Pentaward, but also helped drive a more sustainable future for deterge