This bottle is about communicating softness. When people compare laundry softeners in the shelves of the supermarket this bottle looks softer than all the others. When they pick it up from the shelve it also feels softer because of its soft skin. At home doing laundry they are constantly aware of these attributes. Measuring the effect of design is always difficult because a lot of other factors generally influence results as well. In this case all those other factors such as price,
Communication and product have not been altered. Just the look and feel of the packaging was re-designed. As a result Albert Heijn has tripled sales surpassing the A-brands in The Netherlands.
In packaging the synergy between 2D and 3D is often essential for its success. FLEX/the INNOVATIONLAB has cooperated with Millford Brand ID through an integrated process. Balancing the communication values between 2D and 3D in every phase. Also on a technical level this cooperation was crucial in effectively resolving every possible issue.