Every year, U.S. consumers dispose of 900 million plastic detergent bottles. Grove and Alquemy set out to develop a holistic approach, which couples plant-based detergents, with an elevated, reusable glass dispenser. The result is a sustainable, and uniquely beautiful solution, that will help to stem the tide of plastic waste.
The solution to this challenge required us to re-think, and re-frame a consumer’s relationship with the meaning, value and life cycle of laundry detergent bottles.
In a category overflowing with large, often garish throw-away plastic products, we understood that for a more expensive, yet significantly more sustainable solution to be adopted, it would need to connect with the consumer on a deeper emotional level.
It was for this reason that we endeavored to create an iconic product gesture, unique sustainable material story, and an elevated user experience, all with the goal of reducing waste, in good taste.
A unique dosing mechanism, simple lid closure, angled handle and silicone base, all work to deliver an obvious and functional product, that simplifies and elevates our users experience within the laundry. Non-slip materials have been used on the base and the handle to ensure safe a reliable usage in a damp laundry environment. The measured dosing control also gives the customer confidence that each laundry load will result in clean clothes for the family.
A key challenge in combating waste within these markets, is to change the consumers behavior and beliefs. A new product solution must perform as well, if not better than the alternative, and also be more attractive to use and own. Alquemy had to ensure that the aesthetic design resolution of the laundry bottle could elicit a powerful emotional response within the customer and prove to them that a solution that reduces waste, can also be beautiful.
