Client
quip
Category
Oral care, structural packaging and retail system
Year
2023
Scope
Industrial design, form development, CMF
Channel
Retail & DTC
Constraint
Cut packaging cost by at least 30% across a growing multi-category range. That was the brief, and the range was still adding products to it.
Three things had to survive the cut. The system had to read as one thing on a retail shelf rather than as a set of unrelated boxes. It had to keep the softness quip is known for. And the unboxing had to stay special, which is the first thing a cost exercise usually takes.
Decision
The pack stopped being drawn per product. Three sizes came out of the project, standard, medium and wide, and all three share a similar die line template, so a growing range draws on one carton system instead of adding another every time a product launches.
The larger saving was in the molded fiber. Three tray designs per retail package collapsed into one per retail package. That was where most of the cost had been sitting.
A single tray per size only works if it can absorb the differences between products. The base brush ships without a charging cable and the wireless charging brush ships with one, so the trays carry cavities sized to take accessories where a product needs them. Where it doesn't, the cavity is left empty, which costs nothing next to a second tool.
The result was not only the saving. Because the die line and the molded fiber pair the same way at every size, the unboxing sequence stays consistent across the range, and a person opening a second quip product meets a box they already know. A cost exercise produced a brand outcome.
Finish
Printed paperboard cartons, molded bamboo and sugarcane fiber inner trays with cavities for accessories, standardized hang slots and shippers. Three sizes: standard, medium and wide.
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