Packaging and collateral concepts for a move into the retail sector.
Background
Clinell Universal Wipes are a 2-in-1 surface disinfection wipe, with market-leading efficacy and and ubiquity within the NHS due to their superior performance. During and after the onset of COVID, there was an appetite for infection prevention products amongst consumers, and the business saw an opportunity to expand into the retail sector, with a biodegradable version of its flagship product now available at Boots.
The Challenge
As a relatively unknown brand in this sector, the packaging design needed careful thought. The standard packaging used for the Acute sector is very utilitarian, with an industrial feel, which we found was intimidating and off-putting to consumers. The product boasts higher efficacy and performance than other brands, which is reflected by a premium price, so the packaging and messaging needed to convey the reasons for this to consumers.
The Solution
As a team, we generated packaging concepts which we tested in consumer focus groups and around the business. I came up with a distinctive pattern, made up of simple shapes and colours to denote some of the key ideas that needed to be expressed - biodegradability, germ-killing power and the prevalence of our brand in healthcare. Elements from this pattern were then expanded and used to create impactful graphics for the collateral concepts.
Design work has been paused whilst the business evaluates Clinell’s position in the retail sector.