Package Design - April 2016 - (Page 27)
Hefty develops a new visual brand, tying all its products together.
or many years, the Hefty brand has
included a range of products sold in different parts of the retail space. Though
often carried in the same store, however,
the products didn't have a package design philosophy that connected all of them.
So when Reynolds Consumer Products
began a redesign of the packaging for its Hefty
waste bags, the project soon expanded to
include Hefty's other products, creating a cohesive visual identity in the process.
"The whole initiative was to be a stronger
brand within the marketplace," says Toni Marnul, creative director for Reynolds Consumer
Products. "If you looked at our packaging
before, we sometimes looked a little scattered.
Except for the polygon that held the word
'Hefty,' we didn't have a consistent way to talk to
the consumer." Marnul, along with Blackbird
Brand Building and Velvet Hammer, started a
collaborative effort to remedy that.
"The biggest thing we were looking to do was
cleaning up the presentation," explains Bill
By Jeff fleischer
Rempe, president and cofounder of Velvet Hammer. "Before, the packaging was in a bit of a features arms race, where the packaging was very
focused on communicating every new feature
to consumers, rather than communicating the
brand message. Technology like Odor Block and
the grip were becoming the key points, while
Hefty itself was being drowned out."
Ending thE 'arms racE'
Consumer research showed orange was a
strong color for the brand, allowing it to take an
existing element on the old waste bag package
and make it primary. This also let Hefty utilize a
color rarely used in the waste bag category,
which would therefore stand out on shelf. Most
of the new boxes for waste bags used dark
orange as a primary color, with a lighter-orange
highlight around the product image. The only
exception was Hefty Ultimate-a new product
that rolled out as part of the launch-which
used a gray package with orange as a secondary
The package was also redesigned to have a
clear hierarchy of information, and to work in
both horizontal and vertical positions on shelf.
On the vertical package, the Hefty polygon logo
appears at the bottom of the image, about halfway down the package and prominently framed;
on the horizontal, the picture is on the left and
all the text to the right.
Below the polygon is the sub-brand name,
e.g., Ultimate, Odor Block or Extra Strong, and
below that a thin horizontal bar calling out a
key feature in italicized text. The goal was to still
emphasize Hefty's technology, but present that
information as a supporting part of a larger
"The idea was to clean the pack up so it was
obvious to the consumer what they were getting," says Rick Mariani, cofounder and creative
director of Velvet Hammer. "The typography
was kept very consistent. It was easier to organize information so that, in the two or three seconds consumers need to read the pack, they
learn what they need to know very quickly."
Table of Contents for the Digital Edition of Package Design - April 2016
Package Design - April 2016
Turbo-Charging Heritage Brands
The Challenge Begins
Rebranding More Than the Bag
A Name Worth Remembering
Debate & Discuss
Index of Advertisers
Package Design - April 2016