For better living
Electrolux Group is a leading global appliance company that has shaped living for the better for more than 100 years. The new packaging design demonstrates that they are not just a company, but also a part of society, committed to becoming an industry leader in sustainability.
Reframe a sustainable cardboard box into something desirable and aspirational
Moving from product centric to human focused
The new packaging design needed to have strong shelf impact and stand out in the sea of sameness. The challenge was to create a unique packaging concept that evokes emotions and conveys a premium feel on an ordinary brown cardboard box.
Our mission became to reframe the sustainable cardboard box into something desirable and aspirational.
Together with an illustrator and Electrolux inhouse design team, a flexible expression was developed based on everyday situations with modularity and characters of neutral gender and ethnicity.
The new packaging concept for Electrolux takes a clear step towards a more sustainable direction
— Shifting to more sustainable packaging not only feels like the only way forward. It will also be a must in the future and means we keep ahead of any stricter legislation that may be introduced on non-sustainable packaging in the future.
Ella Rudebeck, Electrolux Global Packaging Manager
Ink reduction — Significant reduction of amount of ink.
No mineral-based ink — Flexographic printing with water-based ink is used.
Fewer packaging artworks — The number of packaging variations has been reduced by using stickers to differentiate between various products and colours.
Minimizing packaging waste — Stickers help to eliminate scrapping as the same box can be used for multiple products.
Materials with low environmental impact — Mostly unbleached FSC certified cardboard is used, and no surface treatment is needed.
Recyclability — No protective varnishes and plastic lamination that could contaminate recycling are used.
As a result, Electrolux manages to distrupt most conventional category codes. The design elevates Electrolux moving from product centric to human focused. illustrating a brand that cares and aims to empower consumers to a better and more sustainable life.
