packaging
branding
visual layout
branding
visual layout
roles
package designer, copywriter, visual designer
tools
Illustrator, Photoshop, Figma, paper prototyping, AfterEffects, Eyejack
timeframe
6 weeks
collaborators
audience
Based on research, our strategy focused on male consumers with an aversion to eco-friendly products due to the perception of being effeminate. The typography, colors, and tone of voice were aimed at creating a manly visual landscape.
the opening experience
The package in its delivered form mimics the shape of basalt columns, a remnant of volcanic activity. A branded sticker keeps the package secure, and allows for a cardboard wrap that lays flat without any breaking down—making it easy to recycle or compost.
messaging
As the package is opened, the panels reveal cleaning features in a tone of voice directed at our male, target demographic.
Magma Development
research
We found a resistance among men toward environmentally friendly behaviors due to a perception of looking effeminate. Simultaneously, most consumers believe eco-friendly products are less effective, and that "greenwashing" is prevalent.
problem to solve
How might we brand and package an eco-friendly product that stands apart from the “greenwashing” market, combats the prevailing sentiment of ineffectiveness, while attracting an often neglected consumer segment?
mood board
insightful moment
When a volcano was established as the primary theme, I was reminded of the basalt columns I had seen while traveling—the inspiration for a hexagonal column box.
basalt columns
packaging prototype
external box dieline
insert dieline
sketches of branded experience
sketches of branded experience
moment map of opening experience
tone of voice
The explosive power of the volcano also inspired the seemingly unstoppable, aggressive rants about the power of eco-friendly ingredients in the cleaning product.
speaking to our audience
Messaging was developed with the audience in mind. Men (generally speaking) having a tendency to not read directions, we included a QR code on the outside of the package leading to an AR experience that would encourage following directions with the product.
The feature was abandoned due to glitches in the AR experience during testing.
abandoned AR messaging
solution
We directed our branding toward our target demographic by considering the most powerful natural force on the planet—a volcano. We were able to base our color palette and textures from volcanoes and lava flows, and then paired it with a resonating tone of voice.
