Packaging is the ultimate vehicle for design: industrial, graphic, and typographic design are all put to the test to create an impression so meaningful that it converts currency into consumerism. This ...
Soft Scrub’s two new cleaning products—Total Bath & Bowl and Total Kitchen—are the brand’s first “all-purpose” bathroom and kitchen cleaners introduced to the category. For this design project, it was imperative that consumers clearly understood the advantages offered by the unique structure and spray trigger. In addition, the new bottle design had to achieve critical manufacturing, cost, and distribution requirements.
In recent years, Henkel has been evolving the Soft Scrub brand graphically and functionally to reach new customers. Wendy Warus, v.p. of brand management and commercialization for homecare at Henkel, believes that they have come up with the right combination of formulation and functionality in these two products. A key moment came when the Henkel team realized that they could essentially marginalize the now-customary toilet bowl cleaner bottle with the angled nozzle.
“We came up with the Holy Grail of bathroom cleaners,” says Warus. Soon after that realization, Henkel began developing a similar kitchen-oriented product in the same package. The Henkel team asked Tirso Olivares Design, a package design innovation company located in Chicago, to design a spray bottle structure for the new “total” bathroom cleaner, and then asked CBX, a international strategic brand-building firm, to convey all the benefits of the new products verbally and visually on the shrink-sleeve label.
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