designing fmcg

a case study of fmcg work, culminating with work for Unilever

My first exposure to fmcg work was during my time at PSD. Two of PSD’s main clients were Allied Domec and P&G. I worked on the design and surfacing of drinks bottles and merchandising for many of Allied Domec's brands and hair care packaging for Proctor & Gamble. While at PSD I also worked on the design of Dymo label writers and the blister pack packaging they were sold in. The first project I was involved with when I joined SP in 2004 was the Dove ‘petal’ deodorant cap. Richard Seymour was then the Creative director for Dove, which allowed me to work on many Dove projects as well as other Unilever brands, designing soap bars for Dove, Lux and Lifebouy, shampoo and body wash bottles for Dove and Lifebouy as well as a variety of projects for Axe/Lynx.

Dove

Shampoo bottle

Lux

Soapbar

Beefeater Gin

Mixer drinks

Dove

Soapbar

Axe/Lynx

Project Godfather

Lifebuoy

Soapbar

1/2

Process

Prior to the Icon2 project which delivered the current Axe/Lynx deo can, I was heavily involved in project Godfather which was the original project to replace the last design (Neutron). For various reasons this project was cancelled. My involvement in the design of the Icon2 can began with helping to design and visualise concepts for the pitch presentation. After winning the pitch, 3 routes were selected for development culminating in the selection of Icon2 (the square to round design). Our internal engineers developed the initial mechanism which allows the rotating lid to reveal the trigger. The task of refining the design for mass production fell to DCA while ensuring the can shape was achievable was the task of Unilever's internal team.Our job was to ensure the original design intent was maintined while trying to overcome manufacturing and production line issues.