DogShower Bundle Kit Packaging Design
Bundle kit packaging design intended for in-store and online retail
PROJECT ROLES
Art Direction // Packaging Design // Copywriting
Background
The DogShower was an innovative new product created by Hansgrohe, a global leader in the engineering and design of showering products. The product offered a unique solution for dog owners looking to conveniently bathe their pets with ease, whether in the shower or outdoors. For the U.S. subsidiary, the company introduced the DogShower Bundle Kit, which included the hand shower, a hand shower hose, a shower diverter, and a garden hose adapter for outdoor use.
As the lead designer, I was tasked with defining the packaging requirements, conducting research into user needs, and developing a packaging design solution that would appeal to consumers both in-store and online. The primary goal was to create packaging that not only protected the product but also captured attention, communicated its features clearly, and was optimized for retail environments like Costco and Amazon.
The Challenge
The key challenge in designing the packaging for the DogShower Bundle Kit was addressing the diverse needs of two very different retail environments: physical in-store settings and online marketplaces. Each of these channels requires a distinct approach to packaging design. In-store packaging needs to be visually striking and informative to attract customers in a crowded retail space, while online packaging needs to ensure that the product is well-represented through images and descriptions, with a focus on usability and clarity.
Additionally, the product bundle consisted of multiple components, which required clear communication of each piece’s function and benefits, as well as ensuring that all parts were securely packaged for transport and handling.
The Strategy
To effectively design packaging for the DogShower Bundle Kit, I followed a multi-step process to ensure that the packaging would meet both functional and aesthetic needs for all stakeholders involved:
User Research: Conducting research into the needs and preferences of the target audience (dog owners) was crucial. I explored the types of packaging that resonated with consumers, paying particular attention to how customers in both physical and online retail spaces interact with products similar to DogShower. This involved:
In-store observations: Understanding how customers shop for similar products, how they make purchasing decisions, and the types of packaging that stood out.
Online research: Analyzing Amazon reviews and customer feedback for similar products to gain insights into user expectations and pain points.
Survey feedback: Gathering direct input from dog owners on factors like ease of use, visual appeal, and the importance of packaging in their purchase decision.
Defining Packaging Needs: Based on the research, the primary packaging requirements were clear:
In-store packaging: The packaging had to be visually appealing and stand out on crowded shelves, communicate the value of the product, and encourage immediate engagement from customers.
Online packaging: The packaging had to be easy to photograph and display online, with a clear, informative design that could be effectively conveyed through images and descriptions.
Protection and practicality: The packaging needed to ensure that all components of the bundle (the hand shower, hose, diverter, and garden hose adapter) were securely contained and protected for shipping and handling, especially for online sales.
Sustainability Considerations: In alignment with the brand’s sustainability goals, I aimed to use materials that were both cost-effective and eco-friendly. This involved selecting recyclable materials and minimizing unnecessary plastic.
Execution
After defining the packaging needs, I began ideating and developing design solutions that would meet both the functional and aesthetic requirements for the DogShower Bundle Kit.
In-Store Packaging Design
The design for in-store packaging had to grab attention in a busy retail space. I focused on a bold, clean design that would allow the product to stand out, especially on the shelves of large retailers like Costco. Key design elements included:
Visual Hierarchy: The front of the box featured a large, prominent image of the DogShower in action, illustrating its use in both the shower and outdoor settings. The image showcased the product’s versatility, while a clear and simple tagline communicated the product's main benefit, "Shower Your Dog, Indoors or Outdoors."
Color Palette: I used a bright, eye-catching color palette that reflected the brand’s energetic and pet-friendly identity, with greens and blues to evoke a sense of freshness and cleanliness.
Clear Information: The box included easy-to-read text, with large icons and bullet points to highlight key features, such as "Flexible Hose," "Shower Diverter for Easy Use," and "Garden Hose Adapter for Outdoor Use."
Durability: The box was designed to be durable and sturdy, ensuring that it would protect the product during transport and handling in-store.
Online Packaging Design
For online retail environments, particularly Amazon, the packaging design needed to be optimized for digital images and ease of use. Key considerations for this were:
Clean and Simple Design: I simplified the design to focus on the key selling points of the product, ensuring that it would look appealing in product images. I used clear product images and minimal text so that the product’s features would be immediately apparent even in thumbnail views.
Effective Messaging: Since customers shopping online often rely on quick visual cues, I incorporated succinct messaging that would immediately convey the product’s value proposition, such as "Complete Dog Bathing Solution" and "Convenient for Indoor & Outdoor Use."
Product Visibility: The design allowed for multiple views of the product on the packaging, so customers could easily understand what was included in the bundle.
Shipping Efficiency: The packaging was designed to be compact yet secure for shipping, minimizing any chance of damage during transit.
Final Design and Production
After multiple rounds of feedback and testing, the final packaging design was ready for production. I worked closely with the manufacturing team to ensure that the packaging met both quality standards and the logistical requirements for shipping. The materials used were sturdy and recyclable, providing a sustainable and cost-effective solution for both in-store and online environments.
Results
The packaging for the DogShower Bundle Kit successfully met the goals set out at the beginning of the project. Key results included:
Increased Product Visibility: In retail settings like Costco, the product’s eye-catching design helped it stand out among competing products, leading to higher in-store engagement.
Optimized for Online Sales: The packaging design was also highly effective for online retail platforms like Amazon. Clear visuals, concise messaging, and informative design elements led to increased online visibility and higher conversion rates.
Customer Satisfaction: Feedback from both in-store customers and online buyers indicated that the packaging was visually appealing, easy to understand, and provided a positive unboxing experience. The secure packaging ensured that all components arrived in excellent condition.
Thoughts & Takeaways
The packaging design for the DogShower Bundle Kit achieved its objectives of improving both in-store and online visibility while protecting the product during transport. By focusing on user needs, clear messaging, and an aesthetically appealing design, the packaging helped differentiate the DogShower product in a competitive market, contributing to its successful launch and ongoing sales performance.
