It's a Bottle First... THEN it's a Penguin.

June 11, 2012 at 12:09 am by Ted Mininni

Score another one for Method. The unorthodox company has a knack for developing memorable consumer products. And what do these products demand? Unique package designs, of course. Simple, sleek package design is a hallmark of the Method brand. Like their products, “what you see is what you get.” This is a brand that stands for authenticity, transparency and uncomplicated, honest products. Its packaging communicates the company brand values perfectly and seamlessly.

Method hits the mark again with its Squeaky Green kids’ products. The name is perfect: “Squeaky Green” could have been the expected “Squeaky Clean” right? But Method’s deliberate choice speaks to the nature of its products: all-natural ingredients that are carefully sourced in environmentally-sound packaging. Perfect.

Speaking of the packaging: it definitely says “Method”. The kids’ body wash and baby bubbly bath products appear in molded bottles in a soft penguin shape that could have been cartoonish. Instead, Method made them fun without diluting the brand’s aesthetic. End result: it’s fun for babies and young kids to take into the tub or shower, but it’s a bottle first and a penguin second. Ditto with the Squeaky Green Baby Hair + Body Wash product. A soft egg-shaped package helps mom with a cap that can be used as a handy rinsing cup.

The brand identity is consistently placed on the product labels. Brand communication is clearly aimed at mom: the product is gentle, all-natural, hypo-allergenic, pediatrician tested. Everything she wants to know in a clear, concise manner.

Method’s branding and packaging disrupt the marketplace in every product category. As I’ve pointed out in a recent article on TheDieline.com, it isn’t easy to continually innovate with ground-breaking new products. Take Method’s case: even though the brand strives for uniqueness, many companies offer natural cleaning and personal care products. So what else truly differentiates the brand? Its package design. Form and functionality that’s memorable.

Why can’t package design be the game changer for a brand in the marketplace? That’s the core question and Method has answered it – brilliantly.

What do you think of Method’s approach to packaging for its Squeaky Green kids’ products? (Be honest. All points of view are welcome.)
Which brands deliver great package solutions that stand out in their categories, leading by being disruptive, in your view?
Which consumer product categories have too much similarity in packaging and would benefit from disruptive branding and package design?

Categories:

Branding, Package Design, Structure Design, Consumer Products, Marketing to Kids

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