“Branding By Shape”
Puretek feels strongly about consumer convenience being a purchasing driver, so they approached the TricorBraun Design Group with the task of creating a new design for a dual pack to be sold in Sam’s Club. With everyone else being in the same size and competing using color and graphics, this left the category landscape an eclectic mess.
The goal then was to have a bottle stand out because of shape, not color, so TricorBraun’s design team created a unique cat eye shape with a hard lined wave that did two things:
- The wave gives the end user a place to grip and grab the large 40z package.
- The wave gives a unique feature that really draws attention without relying on color or graphics.
Puretek wanted to shrink wrap the conditioner and shampoo bottles together. The design team came up with a clean, almost hidden, flat spot on the front and back of each bottle. Once two bottles are aligned front to back and ready to be shrink sleeved, the two bottles remain in place because the flat spot does not allow for twisting or offsets.
The new-found Puretek shape helps brand the image and gives the consumer that reason to pick the product up off the shelf.