As plastic pollution has become a big problem and high in the consumers’ mindset, Signify started the de-plastifying of all consumer packaging. The aim was to create packaging with the current design communication system that would rival the current blister pack. In addition to this, it needed to be more efficient with standardized sized (smaller) packaging and reducing cost. The initial objective was to create a global system with small adaptions per region. However for each of these regions there where specific requirements and legislation to anticipate. So, for each region (Europe, South America, North America and Asia) there is a designated design system.
For the European region product visibility was key to the success of the pack, a route was chosen that has windows for both the top of the product (shape and finish) and the bottom (cap). Maintaining brand prominence and clear segment differentiation, the design also caters for a consistent placement of key communication such as wattage and secondary elements like LED, EyeComfort, CRI and taking into account the upcoming new EU regulations. Consumer research has shown the appreciation of the modern and unique approach with the two windows.
For South America the design system need to cater for 4 different energy labels due to each of the 4 sub regions have their own legislation. The product is the center of the pack and is clearly visible. The essential information such as wattage, energy saving and lifetime are clustered in a band that extends to other sides of the pack, allowing to structure information on those sides as well.
At the bottom of the pack the CCT colour is clearly identified along with the technical information. The structure of the pack allows testing the bulb in the store. The peek hole on top of the pack will show the bulb working.
Similar to the other regions, in North America the product is the center of the pack and is clearly visible. EyeComfort sits in a band around the top of the pack as an segment/tier overarching message. Ultra Definition functions as a main differentiator. There is strong reference from FOP to side of pack to more detailed information about differentiators/features.
Each side has its designated information so the consumer knows where to find information. This also helps the automation of the artwork.
The design system caters for a dual language version for the Canadian market.
Not only in the consumer ranges (above) was a need for efficiency in design and costs. A singular global design has been developed for all professional categories within LED lamps with small adaptations per region. It caters for flexibility in regional marketing & legal requirements and the various categories.
Besides packaging I have been working on various other projects such as branding, development of icons and infographics.
Bob is an amazing design partner I had the pleasure of working with on numerous large-scale packaging design projects within Signify. He is a highly dedicated and cooperative designer who brings a strong sense of ownership and responsibility to his work, even when faced with tight deadlines and complex portfolios. His designs perfectly balance creativity and practicality, integrating consumer insights with on-shelf consistency and brand guidelines while ensuring efficient artwork production afterwards. Bob’s collaborative nature and positive energy make him a valuable contribution to any creative team!
Mischa Zwolschen, packaging project manager Signify
