Electrolux has packaging designed to live better

March 26th 2024


Electrolux Group, the world's leading home appliance company, has new packaging designed by BVD.

The idea is to “move from being product-centered to human-centered.” The new packaging design had to have a strong impact on the shelves and stand out. The challenge was to create a unique packaging concept that evoked emotions and conveyed a premium feel in a plain brown cardboard box. Their mission was to rethink the sustainable cardboard box into something desirable and aspirational.

Together with an illustrator and Electrolux's in-house design team, a flexible expression was developed based on everyday situations, with modularity and gender- and ethnicity-neutral characters.

Electrolux's new packaging concept takes a clear step towards a more direction sustainable financing model:

-Ink reduction: significant reduction in the amount of ink.

-No mineral-based ink: flexographic printing with water-based ink is used.

-Less graphic work on packaging: The number of packaging variations has been reduced through the use of stickers to differentiate between various products and colors.

-Minimize packaging waste: Stickers help eliminate waste as the same box can be used for multiple products.

-Materials with low environmental impact: FSC certified unbleached cardboard is mainly used and no surface treatment is necessary.

-Recyclability — No protective varnishes or plastic laminations are used that could contaminate recycling.

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