Task 4: Designs and market position

Aware Sensitive laundry powder in its current market was one of the few eco friendly products available in a highly saturated laundry detergent market that has many different products, brands and price points. Compared with similar products, Aware sensitive was competitively priced in the mid-range price category. I felt that Aware sensitive required redesigning in its current market so it would stand out more, as well as emphasising its unique features of being eco friendly and ‘sensitive’. Aware Sensitive’s original packaging was dull, unappealing and did not reflect its contents, so the goals of redesigning the package was to create shelf appeal with brighter and more appropriate packaging using ‘eco friendly’ and ‘sensitive’ as the two main design elements.

I have also redesigned Aware Sensitive’s packaging to suit the premium laundry detergent market by creating a reserved and refined packaging, but at the same time emphasising the products ‘Eco friendly’ and ‘sensitive’ elements.