Honest Company Laundry Detergent

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Honest Company Laundry Detergent

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Wowing Millennials with Award Winning Design

From the initial ideation sessions to the final testing, Studio One Eleven and the Honest Company worked together to create a premium package where form followed function. Liking the basic structure of an existing Califia Farms’ Almond Milk bottle, The Honest Company wanted a packaging solution for their new baby fabric softener. When the leaking challenges arose with their existing 70 oz. detergent bottle, the project focus shifted to a redesign of the entire fabric care line for the burgeoning e-commerce environment. After multiple collaborative sessions and revisions, a custom shape and closure was determined for the whole family

The new package has a robust custom-designed dosing cap closure that can survive impacts and drops. The inventive structure employs a thick liner to minimize the assembly gap while ensuring a robust seal, unscrewing threads for secured assembly, and ribs to create sealing surface to meet design intent. The closure sits flush on the bottle for a seamless marriage of the two components. It can be easily removed, yet still assembles back on after multiple usages to maintain a sturdy seal. A secondary challenge was detergent glugging from the old stock spout. The new custom spout has a longer cut out that increases airflow to negate this and to provide controlled pouring.

Beyond the dispensing and closure mechanisms, the new bottles have a softer and rounder shoulder to improve top load. In addition, the robust and comfortable handle helps for easy one-handed gripping and pouring.  

The Honest Company Laundry Line was the recipient of the prestigious Best in Class Award for the Rebrand-Non Food Category in The 2018 PAC Global Leadership Awards and a winner of Graphic Design USA’s 2018 American Package Design Award.

 

 

Goo Gone Sprays and Gels

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Broadening Appeal with Consumer-Focused Packaging

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For many years Goo Gone was seen as a "task use" product by professionals. The Goo Gone team wanted to expand the product appeal to everyday users and home owners by making their packaging friendlier and more approachable, while still maintaining the emphasis on their superior formula, unmatched performance, and brand trustworthiness.

Studio One Eleven was tasked with developing packaging that was structurally sound and user-friendly and designing graphics that highlighted each product’s specific function, while maintaining a unified look.   

The result, a line of sleek HDPE trigger bottles with ergonomic hand-feel and a more graphics-friendly presentation. The Goo Gone packaging conveys a portfolio of products that effortlessly cleans up stains and sticky messes and pledges to return any surface to its original condition. The new packaging is not only visually appealing, but also provides a seamless user experience to deliver on the brand's promise.

Roto-Rooter Pipe Shield

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Roto-Rooter Pipe Shield

Serious packaging with consumer appeal.

Roto-Rooter, a widely-known service brand, needed a stylish new package for a preventative maintenance product sold as an add-on by their technicians after service. The product – a pipe maintenance treatment consumes household greases, soaps, fats and detergents while providing a protective coating to pipe interiors to prevent buildup – is commercial-grade, so a serious package was needed.  Not only did the new packaging need to be durable enough to withstand travel in the back of plumbing service trucks, the bottle needed an appealing design that would speak to consumers.

The outgoing package was a generic, industrial F-style gallon.

For the new bottle, Studio One Eleven unearthed an opportunity to improve the consumer experience by including a measuring dose cap per the directions to add 2oz of product. In addition, a 45-degree handle helps with pouring accuracy.

The custom-designed “Hero” bottle evokes a flowing superhero cape as well as the visual of moving water – both hallmarks of the brand. The new bottle earned a silver distinction in the NRHA Packaging and Merchandising Awards Program.

While the reimagined design is distinctive from the outgoing container, the new bottle was seamlessly integrated into their existing filling line.  Since the new packaging rolled out, the company has reported an uptick in sales of the reformulated product.

STIHL – MotoMix

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STIHL – MotoMix

Creating a square peg that fits a round hole.

 NACD Gold Packaging Award

NACD Gold Packaging Award

In the eyes of consumers, premixed 50:1 gas products for chainsaws, leaf blowers, and hedge trimmers all seem similar. Even if there is a difference – as is the case with STIHL’s ethanol-free blend known as STIHL MotoMix® –it’s hard to stand out at retail. Like many household chemical companies looking to distinguish their brand, STIHL needed a new angle, as virtually every premixed fuel brand on the market is packaged in cylindrical cans.

While STIHL knew a square metal can would attract attention, achieving a workable package would be a challenge. During shipping, the package had to be able to withstand heat, cold, and drops onto hard surfaces. The pour nozzle, typically the weak point in these types of packages, had to be attached in such a way that it would meet government-mandated regulations for hazardous materials.

Studio One Eleven solved the nozzle constraint by attaching it not with a typical soldered joint, but with a laser weld that is stronger, eliminates markings, and makes the package more attractive. The Studio made additional improvements by attaching the handle longways atop the package, rather than in the more traditional transverse position, to allow users to easily carry it like a briefcase and to assist in more controlled pours.

For this innovative design, MotoMix won a Gold Medal in the General Industrial Category for the NACD (National Association of Container Distributors) 2017 Packaging Awards.

Building on the new package design, STIHL introduced a half-gallon size to the line, giving consumers an alternative to the existing gallon and quart sizes. STIHL took advantage of Berlin Packaging’s global sourcing capabilities, which dovetailed into STIHL’s just-in-time filling operation in Shreveport, Louisiana. The new, more contemporary and aesthetic metal cans are stored in Berlin’s Houston stocking warehouse, providing additional overhead savings for STIHL

Scent-A-Way

Hunters Specialties wanted to update and strengthen their entire line of signature scent-masking products for hunters and outdoor enthusiasts. The Scent-A-Way restage included: a line of reformulated products, a consolidation of product sizes, and a brand identity redesign. 

Libman Toilet Bowl Cleaner

Two years ago The Libman Company established a powerful new visual brand language at retail with its Freedom Floor Cleaner product. Libman’s goal was to transfer the success of that award-winning package to a new category: bath cleaners.

Honest Company Dish Soap

A total of three SKUs were redesigned for Honest Company’s botanical-sounding dish soap varieties: Lemon Verbena, White Grapefruit, and Lavender. The new design and the move to a higher-capacity bottle has allowed Honest’s dish soap to add value and increase competitiveness in its market segment. 

Magic Cleaning Products

With $6.5 billon worth of specialty household cleaners sold in the U.S. every year, Weiman’s relaunch of the Magic brand had to be competitive to stand out. The package design for Magic brand toilet bowl cleaner owns the category visually with a 24 oz angled-neck oblong HDPE bottle, matching child-resistant, dispensing closure, and shrink sleeve. 

Laundry In-Wash Scent Booster

Consumers love the scent of in-wash scent boosters. So much so, in fact, it’s causing problems at retail – a challenge the distributor solved with this clever package refresh. Studio One Eleven provided a neat solution to the problem with this new package.

 

Personal Care, Product Design

Celeste Industries

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Celeste Industries Flight Luxe

Scented-resin collar lets airline soap system do double duty.

A few years ago, Celeste Industries came up with a new product concept that it knew would fly with the airline industry. The company envisioned combining airline lavatory soap and air freshener in a single unit, eliminating the extra steps involved in installing and replenishing separate sink-mounted soap bottles and wall mounted air freshener discs. Shortly after the first-generation product was launched, Celeste worked to develop the next generation packaging to improve performance and aesthetics. 

A new design by Berlin Packaging's Studio One Eleven solved the problem with a change in the fragrance delivery system. Designers replaced an industrial-looking fragrance band that was difficult to apply, leaked onto users' fingers, and consumed nearly half of the available label space with a custom scented resin collar that fits seamlessly over the tapered shoulder of the company’s 8 oz PVC Flight Luxe soap bottle.  

Fragrance is released from the underside as well as the face of the collar component through a series of perforations engineered to promote maximum air flow. The collar easily drops on to the shoulder before capping. Label real estate has doubled to enable upgraded branding, and soap and air freshener can now be replenished simultaneously.  

The new package design also: 

  • Reduced bottle weight by more than 10% to comply with California regulations 
  • Updated the look of the Flight Luxe line without requiring existing customers to replace the support bases already installed on their lavatory sinks 
  • Replaced disparate bottle structures with a uniform look across the line's scented and unscented SKUs  
  • Supports both threaded and snap bases to fit the various counter mounting styles used by different airlines 

The new package has been adopted by multiple airlines. 

Downy Wrinkle Releaser

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Downy Wrinkle Releaser


Downy freshens up their Wrinkle Releaser packaging. 

When Studio One Eleven was brought in to assist in the development of a proprietary package for Downy® Wrinkle Releaser the product was in limited distribution, languishing on the bottom shelf in a stock package that had no color or shape equity ties to the parent brand.

After a thorough audit of the fabric conditioning category and Downy® branded packaging over its 50+ year history, Studio One Eleven developed a series of solutions that ranged from close-in concepts drawing directly from existing Downy® packages to evolutionary departures.

As testimony to the effectiveness of our research and concept development, two of our structural branding solutions were implemented: The first was in place for a 4-year period, helping to bring Wrinkle Releaser from obscurity to eye-level shelf placement and broad distribution. One of our more evolutionary structures was implemented next, helping Downy® Wrinkle Releaser further develop its own unique shape equity.

Household Chemical

Walgreens Ology

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Walgreens Ology


Packaging a 'back to basics' brand.

Studio One Eleven's packaging for the Walgreens Ology series – the first national, affordable line of household cleaners, baby care, and personal care products formulated to be free of harmful chemicals – conveys the brand's eco-conscious positioning in everything from shape and color to chemical composition.

Our bottles are fabricated from Envision Plastics' EcoPrime, a 100% post-consumer resin providing sustainability benefits that mesh with Ology's do-no-harm mission. The bottles retain the natural kraft-paper-like coloring of the EcoPrime resin, a nod to product purity that avoids chemicals used to add color. Organic, free-flowing shapes with off-center necks and handles reinforce the natural image and instantly distinguish the laundry and cleaning products from the industrial-looking packages typical of those categories. These visual cues are supported by near-all-text labels that appear to be hand-lettered, tying in with the back-to-basics theme. 

Ology is a part of Walgreens' effort to improve traffic and excitement in its front-of-store locations. We're delighted to have played a part in this brand's success. 


Household Chemical

Libman FREEDOM! Hardwood Floor Cleaner

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Libman FREEDOM! Hardwood Floor Cleaner


Award-winning package with patented dosing closure.

As part of an initiative to add floor cleaning products to its line of mops and brooms, The Libman Company, home of America’s favorite mop, was looking to introduce a concentrated floor cleaner for use with its FREEDOM Spray Mop. The product needed to be dispensed in 1 oz portions and poured into a bottle attached to the mop for dilution with water. The goals were to design a package that could:

  • Easily and accurately measure each 1 oz dose
  • Transfer each dose to the broom bottle without spillage
  • Avoid the use of loss-prone removable dosing caps
  • Maintain the Libman brand identity

 
Libman worked with Berlin Packaging's Studio One Eleven and Berlin Global Packaging divisions to achieve these goals. The team designed and delivered a custom dosing device that would fit on a bottle with a standard neck finish. Unlike other dosing systems that require a custom preform and fitment insertion, this solution is totally flexible. 
 
Studio One Eleven continued its creative push by designing a 16 oz, PET custom oval bottle, which helped ensure a powerful shelf impression.
 
Finally, by carefully managing the development and production process, the design allowed for best usage of internal and external production resources, resulting in a custom solution that was cost-effective. The Libman Company was very pleased with the design and development of the package since it helped get their new chemical line into major retailers.


This award-winning package hit the big screen in Libman's ad campaign. 

 





Dryel 3-IN-1 Touch Up Spray

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Dryel 3-IN-1 Touch Up Spray


Fresh design for dry cleaner alternative. 

As a leader in laundry care products, oneCare is poised to bring a variety of world-class brands and products to the fabric care market. Familiar with the benefits of innovation and smart design, oneCare partnered with Studio One Eleven to package their new Dryel 3-IN-1 Touch Up Spray.

'Service Alternative' product launches have spurred growth among companies competing in the 'DIY Laundry' category. With the high costs and harsh chemicals of dry cleaning, savvy consumers are looking for alternatives such as Dryel 3-IN-1 Touch-Up Spray.

During our phase 0 research, Studio One Eleven examined industry research, conducted user studies, and gathered competitive product samples. We quickly found it was imperative that the new look of Dryel be prominent and functional, yet identifiable within the larger laundry segment. Being in the newer sub-set of fabric 'refresh' products, our design team took visual cues from laundry, air care, and 'natural' product segments to conceptualize a variety of design solutions appropriate for Dryel.

Under short timelines, Studio One Eleven and oneCare worked closely together to ensure that Dryel's new look would be on-target, on-time, and on-spec. The resulting package features a subtle curve down the neck allowing for a more natural grip while the base features a jutted, contoured label surface. The fine misting trigger sprayer is always primed and offers maximum product performance. Overall, organic forms and smooth details give this package a distinctive style with a 'soft' and 'fresh' impression.


Household Chemical

Lemi Shine Dish Rinse

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Lemi Shine Rinse

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Package refresh for dishwasher rinse sparkles – so do revenues.

Good things can happen when a package goes from stodgy to star – and that's what transpired when Envirocon Technologies switched its Lemi Shine Rinse dishwasher detergent additive from a stock 8 oz PET cosmo oval to an eye-popping custom bottle with a full-body shrink label.

While the product itself garnered rave reviews for its ability to make dishware sparkle by removing hard water minerals from the final rinse cycle, the dull-as-dishwater package made it difficult to compete against big-name brands. The company turned to Studio One Eleven to provide a new look that would shine on the shelf.

What emerged was a custom HDPE bottle that breaks the mold in the category and draws the eye almost immediately. Features include:

  • A graceful tapered oval silhouette with a broad shoulder, a narrow base, and a fits-in-the-hand waist for easy ergonomic handling.
  • A vivid full-body shrink sleeve running from base to the closure, perforated at the neck for easy opening at home.
  • Direct-squeeze dispensing that eliminates messy pouring via a stock snap-top closure with a silicone valve that prevents leakage when the bottle is turned upside-down.

The packaging refresh quickly started to increase Lemi Shine's revenues.


Household Chemical

Weiman Hardwood Products

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Weiman Hardwood Products

Friendly form and fresh graphics.

Weiman Products is a family owned business that specializes in household cleaning products. In business since 1941, Weiman's surface cleaning products and polishes are sold through Walmart, Target, and many other nationwide supermarkets, hardware stores, and home improvement centers. In developing a line of all-natural, plant-derived cleaning solutions that contains no harsh petrochemicals, ammonia, VOC's or phosphates, Weiman wanted a way to clearly communicate the 'healthy home' benefits without diminishing their core message of effective cleaning.

Studio One Eleven developed a matrix of custom structures and benefit-driven branding architectures. While options spanned a broad range of materials and forms, they all shared characteristics such as soft, friendly forms and imagery that promotes the idea of the home as a nest.

The structure and color-coded branding architecture make the new line easy to shop while differentiating the product from a crowded competitive field.


Product Design, Household Chemical, Novelty

Mission Athletecare

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Mission Athletecare


Performance packaging for performance athletes. 

Mission Athletecare's COURT GRIP is a proprietary, NBA-endorsed shoe treatment designed to improve traction on basketball courts and other indoor court surfaces. No stock package would allow athletes or trainers to quickly apply the formula to the soles of their shoes with one hand while standing or sitting. Studio One Eleven performed extensive design work and engineering to yield an ergonomic solution with a custom applicator positioned at an extreme 45-degree angle, plus a contoured, custom-molded bottle with strategically placed finger grips to provide a firm hold even with sweaty hands.

Innovations include a custom applicator with a special cloth bonded to the applicator sponge for durability under heavy use, an internal valve system to dispense the proper amount of formula when depressed against the shoe sole without squeezing, and modifications to the blow molding to accommodate the unusual 45-degree angle of the bottle opening required for optimal product application.

As a completely new product category with no precedents to follow or adapt, this package features an all-new design that included input from athletes such as product co-developer NBA All-Star Dwyane Wade. The structure of the custom applicator, the applicator angle, the one-size-fits-all-hands contours of the custom-molded HDPE bottle, the texture and placement of the finger grips, and even the accentuated foot to increase stability for quick in-game use are all fresh design features that underwent extensive testing to deliver an ergonomically-optimized solution for a product that must be quickly applied in an unusual body posture.

The COURT GRIP product and a sister product, POWER GRIP, maintain an aesthetic with detailed embossed line work evoking the contour of elite athlete's body. A metallic silver finish and high-gloss black closure create a striking contrast on the shelf. Bold branding of the Mission products translates well from advertisements to NBA scoring tables.

The package is made of HDPE, a recycle-friendly resin. Optimized pack-out also helped minimize the impact of freight cost and maximize the number of units per truckload.


Household Chemical

Rejuvenate Cleaning Products

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Rejuvenate Cleaning Products

For Life Products completely redesigned a full family of its Rejuvenate products for cleaning and restoring household surfaces. The catalyst for the package refresh was a category buyer at Home Depot, who had suggested that the line's shelf impression (and, by extension, sales velocity) could be improved by eliminating the hodgepodge of stock bottles and by revamping the labels to aid consumers in product selection.

In response, For Life partnered with Berlin Packaging, its Studio One Eleven design division, and its E3 Consulting service to overhaul the Rejuvenate brand strategy. The Studio team worked along side For Life's creative team to:

  • Develop a custom bottle design aesthetic scaled to 16 to 32 oz sizes featuring a flat front to maximize the primary display panel space, an off-center neck for an even pour and efficient packout, swappable neck finishes to accommodate flip-top closures and trigger sprayers, and an embossed emblem at the lower left corner reinforcing the products' speedy results.
  • Create a new color and iconography-based communication system that explains the benefits of using individual Rejuvenate SKUs as part of the overall Rejuvenate system, promoting the purchase of multiple SKUs and engendering loyalty via an improvement in product performance.
  • Establish a new brand and color scheme with silver bottles and purple closures.
  • Design a wraparound/peel-off label that facilitates color-coding by product application (floor, cabinet, furniture, countertop, etc.), ‘before and after’ images showing product benefits, provisions for both English and Spanish instructions, and QR codes that allow consumers to access informational videos designed to educate and inform on Rejuvenate's benefits.  
  • Solve both bottle and label manufacturing challenges, including producing a shiny silver bottle in HDPE.
  • Assist the label applicator in the customization of their equipment to apply the 3-sided wraparound label to the uniquely contoured bottle.

Within weeks after the new packages hit store shelves at Home Depot, sales began climbing and new distribution opportunities opened up both in the US and abroad.


Household Chemical

Log 6ix Cleaner Home

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Log 6ix Cleaner Home

Cleaner Home. Healthier Family. Better Living. Great Packaging.

The consumer products company Bientina presented a unique opportunity—and challenge—to Studio One Eleven: Create a branding architecture so versatile it could be applied to multiple retail categories across potentially dozens of products.

Fulfilling the promise of Log 6ix, the name of the initiative, required an altogether different level of innovation: a package solution that could span hand sanitizers, pet products, food washes, cleaners, odor eliminators and more, while also connoting purity, effectiveness, and environmental responsibility.

After working with the client to generate a series of possible brand names that led to ‘Log6ix’, the Studio designed a brand identity system and communication architecture that was extendable into each of the spaces Bientina was considering. In addition, the Studio specified a family of PET bottles in either white or clear depending on product display needs, all of which were capable of accepting a variety of pump, trigger sprayer, and disc-top dispenser closures. A common, sleek silhouette defines the brand character across all product categories.

The final packaging for Log 6ix successfully brings to life the brand's overall theme, 'Cleaner Home. Healthier Family. Better Living.'


Household Chemical

Wet & Forget

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Wet & Forget


A new way to spray.

Wet & Forget partnered with Berlin Packaging to create a custom 64 oz HDPE package for this once-a-week, no-scrub shower spray.

The package was designed to accommodate a category-first remote trigger sprayer that delivers more product than other cleaners, hits high spots without difficult lifting, and even sprays upside down. With no off-the-shelf solution available, Studio One Eleven designed a two-handled bottle that enables consumers to pick up the bottle with one hand and spray with the other while also allowing for easy ergonomic replacement of the sprayer after use.

The 64 oz economy size provides three months of cleaning power in one bottle, providing an environmentally friendly alternative to daily shower cleaners requiring eight 32 oz bottles for the same time period. The label is synthetic and laminated to withstand the wet shower environment. The unique bottle shape and size also draw the eye amid a sea of smaller packages, helping to drive sales.

The National Association of Container Distributors (NACD) and the North American Retail Hardware Association (NRHA) have already recognized this award-winning package.