CleanWell is using highly styled packaging along with its innovative product formulations to position its brand as one that is unique and appealing to consumers. The packaging design both graphic and industrial is the result of a collaborative effort between CleanWell and IDEO said Guthrie Dolin, CleanWell’s Vice President, Brand.
“Lead by CleanWell’s vision and creative direction, IDEO helped establish an overall look and feel which was then refined and implemented in-house. CleanWell internal creative staff handle development and design of all corporate communications, marketing and sales collateral as well as the web sites,” said Dolin.
CleanWell’s antibacterial hand soaps are packaged in unique frosted colored PET bottles with pump tops. The hand soap packaging feature a label which is easily removed allowing customers to re-use the bottle. “CleanWell has the highest standards for the ingredients we use and maintain those expectations for the packaging that holds them,” said Dolin.
“The bottle treatment was inspired by a human-centric approach to design and development. In fact, the concept for the packaging came from insights gleaned in our early development work. We found many consumers made purchase decisions for hand soap based the appearance first (scent second) and how it may accent (or clash with) their décor and/or personal sense of style. And since the sink counter in most kitchens and bathrooms highly visible, the more "garishly" designed labels, often covered in imagery and cluttered with marketing claims, were passed over or their contains was removed and placed into a secondary bottle "plain bottle" after purchase," said Dolin.
"With this in mind, we designed our labels with a low-tac adhesive for easy removal and maintained minimal branding/messaging on the base bottle. The bottle was frosted to appear more like glass then PET plastic, and project a more premium feel. We hope that the end result gives the customers a more considerate package and supports our efforts to deliver responsible products, both inside and out.”
CleanWell products are available across the country in all Target stores and most Whole Food Markets as well as other specialty retailers.
CleanWell is another example of a new eco-friendly brand Target has established a relationship with. Stephanie Wolf of Waggener Edstrom, a PR firm working with CleanWell, told Sustainable is Good the company's relationship with Target stemmed from pre-existing relationships and has been a great fit so far.
New Products Coming
In the months ahead we can expect to see some new items added to CleanWell's product lineup. Additions include a new pocket sized re-sealable pouch for their hand sanitizing wipes and a new soap flavor, Spearmint Lime. The company is also working on developing a mini sprayer as well as refills for their soap Dolin said.
Articla originally featured on Sustainable Is Good
Your article is written very content, All of the projects look great! you make it look so simple to make this purse that I'll have to try it myself! Thanks!
Posted by: Jordan Sneakers | May 29, 2010 at 22:19
Patience is bitter, but its fruit is sweet .
Posted by: Nike Vandal | October 14, 2010 at 02:28
Well, if crime fighters fight crime and fire fighters fight fire, what do freedom fighters fight? They never mention that part to us, do they?"
Posted by: Nike Jordan | February 20, 2011 at 20:15