International design consultancy P&W, headquartered in London, designed a range of eco paper and cleaning products for Tesco’s U.S. chain of Fresh & Easy Neighborhood Markets. The range consists of everyday paper products such as paper towels, bath tissue, and facial tissue and household cleaners such as dish liquid, laundry detergent, and cleaning sprays.
The paper goods are made from 100% recycled paper with 80% post consumer waste, and they are whitened without chlorine. They are also uniquely packaged in a plastic outer wrap, which disintegrates in 12 to 18 months, eliminating any contribution to landfills. The cleaners are made from a plant-based formula, free from phosphates, dyes, and perfumes, and they are pH neutral, biodegradable, and scented with essential oils.
Green credentials are delivered through the name “green things” and the leaf background, which suggests nature and earth. The tagline “powerful and kind” appears on the cleaners to reassure customers that the products are effective while still gentle to the environment. Icons were designed for each pack to communicate the key product attribute—“cuts grease with a plant-based formula.” Each product is color-coded to differentiate the lines and the scents.
“The target consumer would be making a conscious effort to buy green products so creating a brand look that was iconic, strong, and clear was very important to us,” says P&W cofounder Adrian Whitefoord. “We wanted the design to have a friendly and approachable look and feel taking cues from nature and plants. We created a hand drawn logo that looks organic and has a unique personality. We also needed to ensure that the product would be clearly visible on shelf and the branding reflects the benefits of the product.” For more on Fresh & Easy, read the recent article “Private Label with Personality.”