Goodmorning Technology Team
Package design for sustainable kitchen utensils that tells the branded story and creates a broad appeal in global retail markets.
GOODMORNING TECHNOLOGY TEAM
Mark Christou: The narrative is pure and the realization true. A simply beautiful piece of work.
Melanie Wiesenthal: I loved the simple wit to this design, in a category that is probably underserved design-wise. I also appreciate the economies here, one card serves all SKUs.
Joshua Handy: In the 0.5 seconds you have to make an emotional connection with a consumer at retail is it possible to tell a story? – Yes! We particularly loved the use of a common backing card for most of the utensils. The packaging is simple, smart and effective.
Joe Marianek: The pleasurable visual pun is reinforced by minimal use of packaging material. One is left wondering if the root shapes should be unique for each different utensil.
Marianne Klimchuk: This design is successful on so many levels. In retail, this brand has impressive shelf impact. The simple, artful, illustration positions the brand, dials up the product attributes and beauty cleverly, is aesthetically appealing and is surprisingly original.
1. Summarize the problem you set out to solve. What was the challenge posed to you? Did it get you excited and why?
Making wood look good.
Scanwood wished to communicate the fact that their products; olivewood kitchen utensils are made through an environmentally friendly process and are of course also made from all natural materials. So, how to do this in a commercial and appealing fashion suited for global retail markeds?
2. What point of view did you bring to the challenge? Was there anything additional that you wanted to achieve with this project or bring to this project that was not part of the original brief?
By adding the package design a few very simple effects; soil and roots - the Scanwood brand and payoff: Designed in Denmark, made by Nature - comes to life, draws attention to the products and tells the story about sustainability and nature in a modern and appealing fashion.
This branded story is now visible and understandable across all different markets and languages giving the consumer an added experience and a sense of buying a product that grows straight out of the ground.
3. When designing this project, whose interests did you consider? (Discuss various stakeholders, audiences, retailing, manufacturing, assembly, distribution, etc., for example.)
In the retail marked for mass consumption a product often has only a few seconds, on very little space - to tell the consumer why they should pick this prodduct over all the others. And the sustainable story about a product oftens tends to be rather boring and politically correct - which makes the packaging easy to forget. Not this time.
4. Describe the rigor that informed your design. (Research, ethnography, subject matter experts, materials exploration, technology, iteration, testing, etc., as applicable.) If this was a strictly research or strategy project, please provide more detail here.
5. What is the social value of your design? (Gladdening, educational, economic, paradigm-shifting, sustainable, labor-mindful, environmental, cultural, etc.) How does it earn its keep in the world?
6. If you could have done one thing differently with the project, what would you have changed?
We recommend the client to also make the packaging made out of sustainable materials. This way the entire concept of the product would be cohesive and in sync. This was not possible - but maybe next time...