Brief
The market for mouthwash applications is growing consistently every year. They are driven greatly by health officials promoting the enormous benefits that using mouthwash can bring to us. I was challenged to create a distinctive pack or range of packs that can be used for a new Listerine mouthwash – a future generation of design that gives this leading mouthwash brand differentiation from others. I had to think of the container and product as one complete pack. Creative graphics and brand identity was key to offering a simple but functional packaging solution.
Concept
The idea was to make the functionality of the product easier to use and dispose of. It had to be made entirely of recyclable material and hold the required amount needed to clean your teeth and mouth. The design of the existing Listerine bottle is very impractical due to its unnecessary quantity that may go to waste if the customer is dissatisfied with the taste. The shape is also impractical if you need to store multiple healthcare products into compact storage units. The lid is primarily used to pour the amount needed but even this may be inaccurate and even unhygienic after use, especially if more than one person is using the same bottle.
I took inspiration from a range of different products that share a similar functionality. Portion pots, sachets and packets etc. are designed to have the accurate amount needed and are packaged in hygienic, recyclable material that is easy to dispose of. The products are usually placed in multipacks that are easy to store, carry and display on shelves.
Solution
The product is packaged into a square cardboard box which stack two carton holders, each holding seven portion pots, the amount needed to clean twice a day for up to a whole week. The pots have been manufactured from plastic with aluminum lids, making the entire product completely recyclable. After taking a shot from the container, you simply dispose of it in a recycling bin. I decided to name it ListerShot as this incorporates both the brand's name and the product's functionality.
The entire daily protection range has been designed and below are visualizations of the packaging, carton holders and shot containers. There are also promotional posters to advertise the new product.
The Story
Listerine is an established brand, first manufactured in 1879. Inspired by Louis Pasteur's ideas on microbial infection, the English doctor Joseph Lister demonstrated in 1865 that the use of carbolic acid on surgical dressings would significantly reduce rates of post-surgical infection. Lister's work in turn inspired American pharmacist Joseph Lawrence to develop an alcohol-based formula for a surgical antiseptic that included eucalyptol, menthol, methyl salicylate, and thymol. Joseph Lawrence named his antiseptic "Listerine" in honour of Joseph Lister. This story of the product was something that I wanted to include on the design of the packaging.
Promotion
I decided to brand the product as oral health targets a universal audience. According to leading marketing research, Listerine is the most popular and highest selling mouthwash, making the branding applicable to a global market.
