New Radiant packaging released

To combat declining sales and market share, PZ Cussons commissioned Marc Fraser Design to develop a new range of bottle designs for their popular Radiant brand of laundry liquids.

The brief:

750ml and 1.25 litre variants have been developed. The designs needed to have a family appearance, whilst also being comfortable to use and maximise branding / labelling space.

The 750ml design utilises shrink-sleeve labeling technology – enabling a full colour wrap-around graphic design to be applied to the bottle. This technology is rapidly gaining in popularity for it’s visual appeal, high-quality gloss finish and design flexibility. Shrink-sleeve graphics can be applied to complex, compound-curvature surfaces (surfaces that are curved in both X & Y directions), enabling the designer to explore wider ranges of bottle shapes and geometries that would otherwise be off-limits for post-applied adhesive labels.

The 1.25 litre design required an adhesive label approach for various strategic and manufacturing reasons. To maximise shelf utilisation and distribution efficiency, a non-handle bottle was required – however, ergonomically, a 1.25l fluid volume demanded an innovative approach to ensuring comfortable and confident pouring. The solution: two opposing gripping grooves that help consumers position their hand around the bottle’s centre-of-gravity – making pouring a breeze.

Scope:

PZ Cussons engaged Marc for the entirety of the bottle development process, where he prepared dozens of preliminary styling ideas; refining and presenting them in 3D CAD, 2D technical drawings, photo-realistic visuals and coordinating the production of physical prototype samples.

Due to the accelerated timing program, an existing dosage cap has been used. Future versions of both bottle designs are planned that will incorporate a new cap and pouring spout design.

Results:

The new designs have been launched Australia-wide with supporting print and TV media promotion.