Unstopables Packaging Exploration

Objective:

Assist the Fabric Care business unit of P&G on staying relevant with Gen Z and meeting their consumer needs. Research gen z design trends and create strategies that P&G’s brands could potentially use.

Client Work

Concept:

Identify major design trends within Gen Z and develop four concepts: The Daydreamer, The Digital Native, The Naturalist, and The Minimalist.

Approach:

Take aspects of the original unstopables brand equity and modify and enhance them to fit within gen z design trends. Compare shelf presence of proposed strategies with original design.

Design Trends for Gen Z

Bold typography, emotional color, gothcore, organic digital (applying hand-done aesthetics to digital platforms), and vintage aesthetics, as well as genuine inclusivity are all popular trends amongst gen z based off the project research.

Application for P&G

The unstopables packaging was chosen for this application. This brand is closer to gen z design trends than many of our other brands, and by incorporating these trends more effectively, the unstopables brand could stand out on shelf for gen z and be a product that they would genuinely want to display in their home.

Concept 1: The DayDreamer

This concept is inspired by the aspirational and innovative mindset of gen z. The dream-like qualities of this design hint at their unlimited imagination and knowledge. These qualities are achieved by smooth, vibrant pastel gradients, and overlays. The ingredients or scent representations, are enlarged and the glow adds an other-worldly vibe to the design as well.

Concept 2: The Digital Native

Growing up with the internet and with technology progressing at a faster rate than ever, Gen Z are very comfortable with technology and are excited by what the future holds for it. Organic digital is a trend that stems from this which combines natural or hand-done aesthetics within the digital world, and patterns and textures play a big part in the visual language of this trend. This is achieved in this concept through the saturated gradients, patterned background, and layering of the ingredients.

Concept 3: The Naturalist

With Climate Change being a priority for Gen Z, nature and sustainability is vital for them. By letting the scent representations be the focus of this design, this creates a visual cue for sustainability and the natural ingredients. The illustrative representations of the ingredients add to this as well. Illustrations also prime the viewer to knowing that the scent is handcrafted. Gen Z also want their products to be high quality and enhance their life, so allowing the ingredients to shine helps them know that this product will truly impact how their clothes smell.

Concept 4: The Minimalist

This concept is inspired by the clean and minimal aesthetic/lifestyle that is growing in popularity with Gen Z. This is achieved by transparency, minimal color, and bold divisions of space. The transparent window is made to look like glass or another high-quality material, and it allows the consumer to clearly see the product. The logo is enlarged and follows the diagonal line to increase the contrast of the layout without having to add any additional elements to keep the design simple.