A user's first experience with a product is the packaging. This packaging redesign initiative at iRobot aimed at reducing costs, meeting sustainability objectives, and enhancing the premium brand image. Leveraging consumer insights revealing a strong preference for sustainable practices, we strategically implemented changes to lower costs while elevating the brand experience. Our approach involved standardizing designs with a flexible strategy, prioritizing the removal of plastic and foam materials.
By blending smart, thoughtful design elements with consumer-centric insights, our packaging redesign initiative not only achieved cost savings and sustainability goals but also delivered a delightful brand experience within the premium segment.
My Role
As the Creative Director, I lead a dynamic team of designers through the end-to-end process of creating a new packaging system. I defended and presented design concepts to stakeholders, ensuring alignment with overarching design and cost-saving goals.
Approach
I initiated the project with a deep dive into user needs, defining the objectives, and aligning the design with a cost reduction focus. The team generated multiple design concepts based on these objectives, exploring various visual elements, color schemes, and typography.
The team formulated design guidelines, ensuring consistency across a diverse product portfolio. Special emphasis was placed on creating a comprehensive template system, alongside packaging guidelines, ensuring product consistency when design work is outsourced to various agencies.
Key Insights & Takeaways
The project demonstrated that sustainability and premium branding are not mutually exclusive in packaging design. By strategically aligning sustainability efforts with premium aesthetics, we not only met cost-saving and environmental goals but also enhanced brand perception and consumer engagement.
The success of this project underscores the importance of understanding consumer values and preferences when embarking on packaging redesign initiatives. By prioritizing sustainability without compromising on premium brand experience, companies can not only lower costs and reduce environmental impact but also strengthen brand loyalty and market positioning.
