Situation

Earthwise faced significant challenges, including consumer confusion across its product portfolio and issues with weak and inconsistent recycled board packaging. Consumers were often mistakenly purchasing laundry powder instead of dishwasher powder due to the similarity in appearance. Additionally, the brand needed to address concerns about potential greenwashing in the environmentally conscious cleaning product category.

Goal

The primary objectives of the packaging design project were:

• Maximising on-shelf presence and visibility to differentiate products effectively.
• Reducing consumer confusion by clearly distinguishing between product categories.
• Enhancing profitability by optimising packaging costs and materials.
• Strengthening cartons to stop packaging falling apart / leakage on shelf.
• Securing third-party endorsement to validate Earthwise’s commitment to sustainability and combat greenwashing perceptions.

Strategy

Packaging Design Enhancement:

• Engaged a new design agency to overhaul packaging while maintaining the brand’s iconic “leaf” motif. Implemented clear visual differentiation between all products.

Clear Product Differentiation:

• Introduced distinctive visual cues on packaging to clearly distinguish between various product categories within the Earthwise range.

Material Optimisation:

• Collaborated closely with packaging suppliers to adopt improved recycled board materials, enhancing strength, consistency, and cost-effectiveness.

Environmental Certification:

• Partnered with Environmental Choice New Zealand to certify the entire product range. This endorsement provided credible third-party validation of Earthwise’s sustainability claims, addressing concerns about greenwashing in the plant-based product category.

Implementation

The project implementation involved:

• Redesigning packaging to prominently feature Environmental Choice New Zealand’s certification logos, emphasising Earthwise’s commitment to environmental responsibility.
• Enhancing product differentiation through intuitive design elements that guided consumer choices and minimized purchasing errors.
• Optimising packaging materials to improve durability and sustainability, aligning with Earthwise’s brand values and consumer expectations.

Why Maintain Brand Identity Consistency

During the redesign process, I made a deliberate decision to maintain consistency with Earthwise’s established brand identity. This approach ensured:

• Brand Recognition: By retaining the iconic “leaf” motif and overall brand aesthetics, Earthwise maintained continuity in its visual identity across the product range. This consistency helps consumers recognise and trust the brand more easily on store shelves.
• Cost Efficiency: Redesigning the entire product range would have been cost-prohibitive and time-consuming. By focusing on key products and introducing clear differentiation, Earthwise achieved effective packaging improvements while optimising resources.
• Consumer Familiarity: Consistency in branding and packaging design reduced consumer confusion and reinforces familiarity with Earthwise products, enhancing overall brand loyalty and trust.

Results

The packaging design project delivered significant outcomes:

• Achieved an impressive +88.9% increase in sales year-on-year, exceeding the category growth rate of 16.3%.
• Reduced instances of consumer confusion and product mis-purchases through clear and intuitive packaging differentiation.
• Enhanced brand credibility and consumer trust with Environmental Choice New Zealand certification, mitigating perceptions of greenwashing.

Conclusion

The Earthwise packaging design project exemplified strategic packaging initiatives to address consumer confusion, enhance brand credibility, and drove substantial business growth.

By leveraging innovative design solutions, optimising materials, and securing third-party endorsements, Earthwise successfully navigated challenges to strengthen its market position and reaffirm its commitment to sustainability.

This case study underscores the pivotal role of packaging in shaping consumer perception, fostering trust, and driving competitive advantage in the retail landscape.