Package Design | packagedesignmag.com

(May 2008) posted on Mon Sep 28, 2009

By Ron Romanik

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In 1952, Chuck Willams left his home in Sonoma, CA, to explore the culinary traditions of Paris. There he discovered the classic French cooking equipment that was specialized to the cooking task. Knowing there was nothing like this in America, he purchased a hardware store in Sonoma with the intention of converting it to a cookware store.

Today, one of the 255 Williams-Sonoma stores is a fixture at any upscale mall worth its salt. A company that is equally niche catalog retailer and boutique chain has secured a dominant place in the upscale kitchen supply category. When they recently wanted to develop a line of soaps, lotions, and candles branded under the Williams-Sonoma name, they asked Raison Pure, a New York City design firm, to help develop the packaging and product simultaneously.

The Pure & Green line of products debuted in January with over 40 SKUs arranged in a special corner of Williams-Sonoma stores. The all-natural products developed with strong fruit and herb top tones are colorful and mostly packaged in clear bottles. As part of the "green" message, all the bottles are made from 25% post- consumer recycled plastic and are fully recyclable, though the PET is plenty clear enough to "let the product talk," according to Laurent Hainaut, president and CEO of Raison Pure. Hainaut directed a Raison Pure team that included project manager Erica Garvey and art directors Lisa Fisher and Allen Gaoiran.

Karen Rapoport, v.p. creative services at Williams-Sonoma, says that the packages represent the aspirational desires of your consumers. "The packaging speaks to the premium nature of product, which our customers come to rely on with Williams-Sonoma, " says Rapoport. "Our green positioning—delivered in packaging design and all marketing materials—helps customers feel confident in quality of product."

Mass boutique differentiation

The Pure & Green collection comprises nine product types in six scent variations for different levels of relaxation or revitalization. The line promotes natural living in a clean, fresh environment. According to Raison Pure, the packaging reinforces the idea of bringing well-being into the kitchen. The active ingredients are from natural sources, are biodegradable, and are not tested on animals. For instance, the Asian Plum/Mandarin fragrance claims to decrease stress and "Features plum, mandarin orange and bergamot layered with light floral accents of ylang ylang, marigold and rose. "