Client: Wizz Products (Now Star Brands)
Project: Wizz Detergent Bottle
Expertise: FMCG Structural Packaging Design
Design to add value in commodity FMCG markets
- Detergent packaging
- Six months to design and develop
- Extensive consumer testing of options
- Cohesive structural and label design
- Prototypes assembled by Lucid
- Manufacturing liaison and sourcing>
- Significant increase in store listings and sales
- Design longevity – ten years on, pack still in use
The market for “value” household care products is driven by price and characterised by low margins. Consumers are faced with little apparent difference in the efficacy of competing value brands, and manufacturers have little scope for discounting. Most products are presented in off-the-shelf containers, further commoditising the offer to consumers at point-of-sale.
Start-up business, Wizz Products saw an opportunity to adopt a different marketing strategy. By integrating brand and packaging, emphasising shelf presence and effectiveness, it hoped to differentiate itself in the “value” market, giving consumers persuasive reasons to “trade down” from established, premium brands.
Our industrial designers developed multiple design alternatives and undertook extensive consumer testing to develop on a range of designs.
We focussed on creating maximum point-of-sale impact, clarity of message, good ergonomics and optimising density in delivery cartons.
Prototyping, 3D CAD and structural analysis combined with early supplier liaison helped us to develop a robust, easy-to-manufacture solution.
Wizz Products’ sales trebled in the year following the introduction of the new range of packs.
This design made Wizz Products.
– David Mann, MD, Star Brands
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