Loads Better
PACKAGING DESIGN
Loads Better is a fictional company that aims to provide better and safer products for the environment and ourselves. Traditional dryer sheets are harmful to the environment and pose risks to ourselves. Loads Better produces eco-friendly reusable dryer sheets and essential oil sprays to scent the sheets.
Design a series of three different packages that portray the ease and simplicity of Loads Better reusable dryer sheets.
TARGET AUDIENCE
Millennials, Gen X, and Baby Boomers (29-65+)
Health and environmentally conscious
$85k minimum household income
PROCESS
To start, there were five different companies to choose from, each one relating to one of our senses. I was intrigued by Loads Better and the challenge to depict scent differently from what’s been done before. Upon getting the brief for this company, I read through and underlined the important information and key words to help develop my concept.
In order to have an understanding of the market, I dove deep into research, including the fabric softener category, shopping habits and characteristics of the target audience, and competing brands. I also paid closer attention to the laundry aisle when I was shopping to see what kind of environment these dryer sheets could be in.
After researching, I gathered my thoughts and compared what the Loads Better brief needed and what I learned from my research to develop my concept. My main focus for this brand was the fact that you are able to customize the scents as you please. I did not find any other dryer sheets with this quality, so I wanted to emphasize it. To do so, I used language that tells the story of customization, while also changing the color scheme with each scent/product so each one feels like it has its own purpose. The sprays have different benefits with each scent, which I call out with a descriptor word like “Elevate” and “Energize” so the audience can choose what fits their day best.
Because my target audience reaches a wide range of adults, I wanted to create something that felt sophisticated yet fun, because doing laundry isn’t always enjoyable. I used watercolors to paint different color textures to match each product, helping to bring in the sophisticated feel. I chose a bold typeface with some character for the fun aspect of the design. To further this, I customized certain letters to have an ending flourish that resembles a dryer sheet. For my secondary typeface, I chose something that I felt was between sophisticated and fun, that paired well with the primary typeface. As for the icons and illustrative elements, they are a mix of fun and sophisticated, with a softer feel. The lockups that are mainly type have a treatment that reflects the agitation laundry experiences inside a dryer. Overall, Loads Better products are made with all-natural ingredients, and the design reflects this.
To start, there were five different companies to choose from, each one relating to one of our senses. I was intrigued by Loads Better and the challenge to depict scent differently from what’s been done before. Upon getting the brief for this company, I read through and underlined the important information and key words to help develop my concept.
In order to have an understanding of the market, I dove deep into research, including the fabric softener category, shopping habits and characteristics of the target audience, and competing brands. I also paid closer attention to the laundry aisle when I was shopping to see what kind of environment these dryer sheets could be in.
After researching, I gathered my thoughts and compared what the Loads Better brief needed and what I learned from my research to develop my concept. My main focus for this brand was the fact that you are able to customize the scents as you please. I did not find any other dryer sheets with this quality, so I wanted to emphasize it. To do so, I used language that tells the story of customization, while also changing the color scheme with each scent/product so each one feels like it has its own purpose. The sprays have different benefits with each scent, which I call out with a descriptor word like “Elevate” and “Energize” so the audience can choose what fits their day best.
Because my target audience reaches a wide range of adults, I wanted to create something that felt sophisticated yet fun, because doing laundry isn’t always enjoyable. I used watercolors to paint different color textures to match each product, helping to bring in the sophisticated feel. I chose a bold typeface with some character for the fun aspect of the design. To further this, I customized certain letters to have an ending flourish that resembles a dryer sheet. For my secondary typeface, I chose something that I felt was between sophisticated and fun, that paired well with the primary typeface. As for the icons and illustrative elements, they are a mix of fun and sophisticated, with a softer feel. The lockups that are mainly type have a treatment that reflects the agitation laundry experiences inside a dryer. Overall, Loads Better products are made with all-natural ingredients, and the design reflects this.
KNOWLEDGE GAINED
I furthered my understanding of packaging design and how to make the designs feel real with the content included on the package and where. As well as developing a higher attention to detail, so the outcome is realistic (for example, the text isn’t too large or too small). I gained a better understanding of how to create a dieline that functions properly. I furthered my skills in brand design and creating a system with it.
SPECS
+ 1 Dryer sheet package
+ 1 Essential oil spray package
+ 1 Kit package
+ Illustrator
+ Photoshop
+ Figjam
+ Iteration
+ System
+ Identity
+ Branding
I furthered my understanding of packaging design and how to make the designs feel real with the content included on the package and where. As well as developing a higher attention to detail, so the outcome is realistic (for example, the text isn’t too large or too small). I gained a better understanding of how to create a dieline that functions properly. I furthered my skills in brand design and creating a system with it.
SPECS
+ 1 Dryer sheet package
+ 1 Essential oil spray package
+ 1 Kit package
+ Illustrator
+ Photoshop
+ Figjam
+ Iteration
+ System
+ Identity
+ Branding
RESEARCH
MOODBOARD
SKETCHES
PROCESS
