Page 38 - Packaging News May-June 2021

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INNOVATION & DESIGN www.packagingnews.com.au | May-June 2021
Public health in pack design
Hulsbosch creative director Mikey Hart signals change to brand work dealing with the topical issue of public health. He believes brands are helping stop the spread of germs, and looks at protection trends in personal care and household sectors.
AS the Covid-19 pandemic weaves a treacherous path around the world, brands are looking to combat fear and ease anxiety with solutions that help the pub- lic at large adopt progressive yet simple hygiene rituals. Essential non-food products and ranges
that give reassurance to worry less about germs are restoring everyday consumer confidence.
Recently, brands have been more conscious about the products they develop for the FMCG market, reflecting a shift in consumer pref- erence for naturally derived formu- lations and products that have fewer environmental impacts.
Common personal care products and household brands like Mortein, Aeroguard and Dettol have devel- oped ‘natural’ line extensions to their portfolio. Pack designs are more ‘approachable’ offering both disease prevention and protection of the environment.
Interestingly, these products strad- dle a thin line in what is natural ver- sus what is synthetic and perceived efficacy. Communicating these mes-
sages clearly in packaging design through the right mix of words and images has become more piv- otal than ever to
build trust in brands.
As consumers look to alleviate their fears around germs, here are three examples of brands that have embraced the opportunity to intrin- sically reduce stress and promote daily well-being.
CONTINUING THE ‘NATURAL’ TREND
Pine O Cleen has a new solution to disinfect a home the gentle way. Framed as a ‘sensorial clean smell’ for an idyllic home the Simply range expands on a natural proposition using a plant-based active that kills 99.9% of germs. This range stands out on shelf with a simple design approach that reflects the products’ proposition. A clinical white pack provides the backdrop to showcase a real ingredient story. The ‘100 per
cent’ claims are clear and easily identifiable to qualify the qual- ity of the product, compared to alternate synthetic products.
LEVERAGING EXISTING CODES
Kleenex brand associations are known for being gentle and nurturing. Adapting this lens, Kleenex has created a range of new hygiene products.
The packaging is a semiotic feast. The use of fresh green
ABOVE: The latest Kleenex packaging is a “semiotic feast”.
BELOW LEFT: The natural trend: Pine O Cleen frames its Simply range as a ‘sensorial clean smell’.
BELOW: Micro Protect brings peace of mind for consumers with this pack design. (Note: Hulsbosch designed the Micro Protect pack, not other packs pictured on this page.)
colour demonstrates a sense of resil- ience and optimism. It marks a departure from the usual blue pal- ette associated with clinical prod- ucts within the category.
Bolstering its efficacious creden- tials, Kleenex borrows the estab- lished visual codes of Dettol, known for its green brand colour. The hands symbolise the importance of touch and its central role in hygiene. The overall use of white links to benefi- cial clinical associations.
The Kleenex brand brings its car- ing brand story while adding the proposition of protection into the mix for a cohesive range.
PROTECTION FRONT AND CENTRE
Micro Protect is a fitting name that allows consumers to imagine protec- tion from something they cannot see but know that is there. Here is a brand that taps into the need for effi- cacy and a results-driven product that brings peace of mind.
The packaging identity resembles a germ you might see under a micro- scope. The execution makes this notion accessible, relatable and less scary. The medical cross symbol has become a category heuristic to sig- nify medical grade credentials. ■