Details & Info

Redesign packaging for Seventh Generation’s kitchen and laundry cleaning products, with particular attention paid to communicating the brand’s environmentally friendly values and honest presentation as they move to mass market channels.

Three final concepts were presented: the first utilized heavily recycled blow molded plastic with a utilitarian form language and raw paper labeling. The second focused on the use of stock cardboard boxes combined with stock caps. The third concept made use of existing milk cartons with retainable fixtures.

Dozens of packaging directions were explored in an attempt to strike the right balance between brand messaging and authentic functionality. Concepts included the use of aluminum, heat seemed plastic, origami, water soluble materials and paper.