San Francisco-based CleanWell is a company that has developed a series of hand washes and hand sanitizers using a proprietary plant based natural formula called Ingenium. The products are innovative because they kill 99.9% of germs without using the harsh chemicals found in their conventional counterparts.
CleanWell is using highly styled packaging along with its innovative product formulations to position its brand as one that is unique and appealing to consumers. The packaging design both graphic and industrial is the result of a collaborative effort between CleanWell and IDEO said Guthrie Dolin, CleanWell’s Vice President, Brand.
“Lead by CleanWell’s vision and creative direction, IDEO helped establish an overall look and feel which was then refined and implemented in-house. CleanWell internal creative staff handle development and design of all corporate communications, marketing and sales collateral as well as the web sites,” said Dolin.
CleanWell’s antibacterial hand soaps are packaged in unique frosted colored PET bottles with pump tops. The hand soap packaging feature a label which is easily removed allowing customers to re-use the bottle. “CleanWell has the highest standards for the ingredients we use and maintain those expectations for the packaging that holds them,” said Dolin.
“The bottle treatment was inspired by a human-centric approach to design and development. In fact, the concept for the packaging came from insights gleaned in our early development work. We found many consumers made purchase decisions for hand soap based the appearance first (scent second) and how it may accent (or clash with) their décor and/or personal sense of style. And since the sink counter in most kitchens and bathrooms highly visible, the more "garishly" designed labels, often covered in imagery and cluttered with marketing claims, were passed over or their contains was removed and placed into a secondary bottle "plain bottle" after purchase," said Dolin.
"With this in mind, we designed our labels with a low-tac adhesive for easy removal and maintained minimal branding/messaging on the base bottle. The bottle was frosted to appear more like glass then PET plastic, and project a more premium feel. We hope that the end result gives the customers a more considerate package and supports our efforts to deliver responsible products, both inside and out.”
CleanWell is another example of a new eco-friendly brand Target has established a relationship with. Stephanie Wolf of Waggener Edstrom, a PR firm working with CleanWell, told Sustainable is Good the company's relationship with Target stemmed from pre-existing relationships and has been a great fit so far.
New Products Coming
In the months ahead we can expect to see some new items added to CleanWell's product lineup. Additions include a new pocket sized re-sealable pouch for their hand sanitizing wipes and a new soap flavor, Spearmint Lime. The company is also working on developing a mini sprayer as well as refills for their soap Dolin said.