When is more actually less? When what you see isn't the full truth. The redesign of the iconic, simplistic, package known as the Sushi Roll required a second look at the entire manufacturing and distribution system to find an environmentally responsible design solution that also encouraged increased sell-in at retail.
The strategic structural and graphic design approach required a team capable of addressing the complexity of the entire system while designing for both the shopper and the planet.
The simplicity of this design does more at the shelf and makes less of an impact on the planet than the previous packaging approach.
Capsule Design (Brian Adducci, Dan Baggenstoss, Beth Sicheneder, Kayla Petrich, Dave Buchanan (Account Manager))
Two talented design firms had already attempted to redesign the iconic sushi roll package. This extreme minimalist packaging approach set a high bar and was no easy feat for Patagonia or any firm to hurdle.
The biggest design challenge was to create an even more environmentally responsible package. The previous package, made of a hangtag and a rubber band, seems very responsible from the outside looking in. To overcome this, beyond just choosing an easy to recycle material, it was important to present that material in a raw state to continue to encourage the environmentally responsible perception of the product, package and brand. By using shape, rather than massive ink coverage, the package is unique while remaining raw in nature.
The solution also needed to hold a wide variety of clothing sizes while keeping the number of master dielines as low as possible. The end result is four package sizes and one label dieline universally applied to each package type.
Patagonia needed to create a better package for distribution, purchase and consumption while at the same time removing materials within the distribution channel, decreasing the impact on the environment. They needed a solution that would:
• Create a dynamic at-shelf presence, capturing consumers’ attention and matches the quality of the product inside.
• The packaging system needed to be easy to navigate for the consumer and clean up the product presentation at retail.
• While bringing more material into the mix, the new design needed to be as environmentally responsible as possible.
• And, the package needed to lend itself to an amazing in-store display that will be desired by 3rd party retailers.
The look and feel of the new package was kept functional and on-brand for Patagonia. The corrugate is left in its natural state with minimal printing, using stickers to designate style, color and size. The front of the package easily opens to reveal the baselayer inside and gives the customer easy access to touch the material or remove and replace the baselayer. This allows for a clean on-shelf look even after a customer has replaced the baselayer. The new package also has a fold out hook giving it the ability to hang from a peg, something the previous sushi roll package did not allow.
The hex nuts that Yvon Chouinard and Tom Frost invented as an environmentally friendly climbing tool, named Hexentrics, inspired the final baselayer package.
This hexagonal package shape uses 100 percent post-consumer waste corrugate, which is easily recycled. Every step of the packaging process, from the hands of the manufacturer to the hands of the customer, was considered to ensure the package is environmentally conscious. The package ships flat from the printer to the factory, giving it a relatively small shipping cost and associated carbon footprint. Poly bags are kept within the Patagonia distribution process to ensure proper recycling and the package is assembled as a no-glue box.
Patagonia is now able to merchandise the baselayer in a unique way using the hex shape of the box while maintaining a “less is more” feeling. The new package has a minimally processed feel and increases the on-shelf presence of Patagonia baselayer. In the end, the new package fits Patagonia loyalists’ views, attracts new customers, decreases the carbon footprint of the packaging process, brings brand awareness in-store and stays true to the Patagonia mission.
This is a very well thought out package on the whole. We appreciate the fact that the form is a very simple form and that it lent itself to different sizing for different kinds of products as well.