Cosmetic packaging is known for its excessive use of plastics & The Ordinary's packaging is no exception. The proposed solution eliminates plastic tubes and replaces them with keepable, biodegradable bamboo jars with recyclable aluminium inserts. Instead of having to purchase the entire packaging multiple times, only the inserts need to be replaced.
In addition, the packaging is colour-coded to help identify each specific product faster. The boxes are easy to stack on shelves and in shipping containers, improving logistics.
The Process
My original plan was to create a gift box with interchangeable inserts so that there would only need to be one main box dieline to house various products.
After familiarising myself more with the print process, I decided that I genuinely liked the concept idea. However, the price point was far beyond my budget. So, I stopped working on the gift box and proceeded to create an alternative.
The Prototypes
The New Concept
The rebranding and redesign of The Ordinary’s packaging are based on the core values of the brand and the needs and wishes of the target audience.
The use of washed-out colours with brushstroke design elements creates a simple yet visually appealing brand identity. Each colour represents aspects of the products inside and aids with the struggle of finding the desired product on store shelves or websites. Before, the branding was modern and consistent. However, it did not stand out from its competitors.
The bamboo jar is not only more environmentally friendly than the original plastic tubes, but it also does not become useless once the product is empty. By removing the inserts and filling the jars with the product of choice, its longevity is increased. Together with the aluminium refill inserts and the biodegradable labels, the packaging enables The Ordinary customers to reduce waste.
The simple square boxes made of linen board are not only beneficial for shipping and storage. They feel sustainable and of higher quality and make the customer feel like they are supporting genuine solutions.
Commercial and Advertisements
