In the style-conscious arena of salons and indoor tanning, image is everything. To command a very high price in the competitive market for indoor tanning products, the customer has to feel the product will work better than the other products in the salon. The more sophisticated and stylish the package, the more likely the client will project the product inside to be, and the person purchasing that package.
Knowing this, the package designer began with a basic idea from the tanning products manufacturer that the bottle should have a “twist” as the visual cue, specifically a bottle with a square footprint but not straight sided to the top of the bottle. Thus, the “twisted square” was born. The designer used soft curves, twisting the square with hard-edged radius corners, making sure that one of the four corners ran through part of the front of the bottle.
The bottle, collar and pump were all designed to be integrated into the top of the package. To do that, the collar and pump head proportions had to be modified, balancing the curved, twisted form and straight-line function of pumping out the product. Accidental dispensing was taken out of the equation with the design of an anti-pump plug for the front nozzle.