While formed pulp is common in packaging, it is usually a utilitarian, unattractive part hidden inside a cosmetic display box. Here it becomes a prominent feature of the pack designs, adding to the character and story of the product, providing an unique visual and tactile quality. There are two pack styles, as fashion accessories must be visible in the packaging, but both formats provide a strong and consistent brand language for a wide range of phone accessories. The earthy feel of the structural packaging works in concert with the new organic, ‘growing’, logo, and unconventional personality of the Sprout brand.
Unlike its competitors, this packaging solution challenges the notion of product entrapment. Research revealed that tamper evidence is a low priority in this category, as retailers like to be able to remove the product from the package, demonstrate it on a customer’s phone, and return it without damaging the package and compromising its appearance and saleability. Theft is a minor issue, as product could be ‘shoplifted’ with packaging intact. In the final design, the outer sleeve can simply slide off and back on, with subtle self-centering features at the top and bottom of the outer tray keeping the sleeve aligned.
Consumers are increasingly concerned about environmental protection, and many FMCG brand managers are making efforts to improve this aspect of their packaging. Not only is the Sprout fashion accessories pack environmentally friendly, but it looks environmentally friendly with its pared down, bare bones construction, natural materials and honest simplicity of design. This provides a unique point of difference, raising the benchmark for the whole category. Smooth finish formed pulp serves both functional and aesthetic purposes while keeping costs down. Both packaging formats have only three parts, all recyclable. The formed pulp parts are made from recycled material and are compostable.
Both pack formats have large front facings to feature and advertise the product inside. From a consumer experience perspective, the juxtaposition of the gloss sleeve and rough texture of the pulp tray provide an engaging tactile experience, and the colour of the outer tray minimises finger handling marks. There are also small elements of surprise, or ‘levels of discovery’ for the consumer; removing the sleeve reveals a hidden debossed Sprout logo at the bottom of the inner tray. Removing the product reveals a shallow recess that can hold additional printed material, lens cloth or other components.
The strongest brands engage with the consumer by telling a story. With Sprout we’ve built the brand story around the name and its’ natural connotations. The logo personifies the name, growing (like technology) from the base of the pack in a vivid lime contrasting against an earthy aubergine colour. These two key brand colours are used across all communications in combination with the natural tones of the recycled pulp board. The holistic combination of all the elements of the branded package come together to present a modern, eco friendly brand with great shelf standout and a compelling story to tell.
