To extend the reach and positive environmental impact of its new Eco Refills, Cif wanted to create a ‘bottle for life’ for sale and delivery direct to consumers through e-commerce channels.
The key challenge for the project was to change people’s perceptions of the inherent value of a spray cleaner bottle. Over decades, single-use and disposal behaviour has become deeply ingrained. The role for design, therefore, was to create a structure and user experience that would reward continuous use.
Thorough study of the product life-cycle indicated that standard triggers were neither ergonomically nor aesthetically optimised. In short, they were hard to live with and ugly to look at. The opportunity was clear: to create a bottle that felt good in the hand and looked good in the home.
With only six months from brief to launch, we had to be agile. Working in a series of accelerated design sprints, we developed a successful solution in a fraction of the time that traditional project approaches take. Using rPET (recycled PET), the design rejects the conventional codes of the category (masculine, ugly, over-engineered grip etc.) for a more beautiful and elegant form. Fluting to the body not only provides for decoration and sure but subtle grip, it also adds structural strength which helps reduce the amount of plastic used.
The result is an arresting challenge to conventional thinking – and a bottle that’s hard to throw away.