OVERVIEW

As part of the rebranding campaign for New Wave, I redesigned all of the product packaging. The shower filters were a top priority because the sales team and I believed the old packaging was actually turning buyers off from ordering the product, and moreover, one of the main challenges with selling the shower filter is: people don’t really understand what it is or why they need one.

For the redesigns, I wanted to brighten up the packaging in hopes of drawing more eyes to it on the shelf. I also wanted to communicate the value of the filters in a subtle way, while keeping the content simple.

I used spa-related imagery because everyone understands the value and experience of going to a spa: they leave feeling fresh, healthy, and relaxed. I used different flowers on the front of the boxes to differentiate between the premium and designer filters. One of the other issues I addressed with the redesign was: our buyers sometimes lay the boxes down on the shelf, leaving only the lid visible. Thus, I designed a lid that could, on its own, draw attention on the shelf– enough attention to inspire someone to pick it up and learn more about it.

Project

Product Strategy, Branding, & Packaging Design

Client

New Wave

Before

The original packaging was both dark and text-heavy and did not engage consumers on an emotional and/or rational level.  Moreover, it was hard to understand the value of the product on a first or second glance. Oftentimes, our buyers would place the packages on the bottom shelf where they could blend into the shadows.

After

I brightened up the packaging in hopes of drawing more eyes to it on the shelf. I wanted the boxes to be emotionally engaging and impossible to ignore: even if they ended up on the bottom shelf. I also wanted to communicate the value of the filters in a subtle way, while keeping the content simple: I used less text and more imagery.