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.
