Shelf presence was taken quite seriously in the conception of the new Earthwise packaging, because even if a product's image looks appealing on its own, it must still be picked out of a lengthy lineup of competing brands.
Without making use of vivid visuals and flashy colors, the Brian R. Richards Limited studio explored the technique of repeated motifs to attract attention. Doubling as a raindrop, the small symbol of a leaf is copied over and over again into a pattern on the bottom half of the boxes and bottles. When the range of different laundry detergents and dishwasher soaps are displayed in a row, the organic ornamentation expands and becomes noticeable, despite the soft eco aesthetic of Earthwise packaging.
Earthwise Packaging Creates a Prominent Pattern on the Shop Shelf
Amelia Roblin — September 22, 2011 — Eco
References: brrltd & thedieline