sunSmudg is a new type of sunscreen product. Its creators needed a new type of packaging that would firstly draw attention to the product in retail environments, but also clearly explain what the product is, how it is used, and convey its benefits. Further, because the product is to be used by future generations, sunSmudg wanted to ensure their packaging design was responsibly designed and fully recyclable.
That’s a big job for a packaging designer. The job was given to Outerspace.
Outerspace Design was asked to generate a range of structural packaging concepts that would both highlight the new sunscreen and reinforce its attributes - fun and easy to use
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Here is how the designers conquered sunSmudg’s packaging needs:
Pack structure: The chosen structural packaging solution is unconventional for the category. It can either be self-standing or include a hang cell tab. The self-standing structural pack has only three parts, the clear thermoformed plastic front and back parts that clip together encapsulating the product and provide 360 degree high product visibility, structure and protection. The third part is a wrap-around outer card sleeve that provides ample print real estate on both inner and outer sleeve faces – all of which are visible to the consumer at point-of-sale.
For hang cell compatibility, the agency designed the wrap-around sleeve with a die cut slot in it that a small folded clear plastic hang cell could be included if required for a hanging POS presentation. The hang cell was positioned to ensure that the pack’s centre of gravity was balanced to ensure the pack did not face downwards when hung; which would cast shadows on the product and take up more space front to back on a single facing.
Easy open packaging: The pack was tested using arthritis gloves that replicate – to an able-bodied designer or marketer – what it may be like to open a pack if you are older or have a dexterity handicap. It features an extended opening tab and carefully engineered clipping force between front and back forms on the main product pack.
The trapped blister pack is easily opened by tearing open the back panel down some perforated lines that start at the hang cell hole. A re-close tab allows re-closing of the pack until the second sponge is required.
Environment: All the materials used in the construction of the packaging for sunSmudg, are recyclable in Australia and across USA and the EU. The sunSmudg packaging was designed to prevent any cross contamination of materials during manufacture, to facilitate total recyclability.
It uses clear rPET, which was made with a minimum of 50% post-consumer waste (sourced from PET drink bottles). This was extruded in an ABA format “A” being virgin PET, “B” being post-consumer waste sandwiched between both “A” layers. The carton board specified is FSC certified and fully recyclable.
