Each year the BNO (Beroepsorganisatie Nederlandse Ontwerpers) issues their 'Packaging Talent Award' brief to young Dutch designers and non-Dutch young designers working in the Netherlands.

The brief for 2018 was to adapt the current packaging of Albert Heijn Puur laundry detergent into a new and more ecological design. My design concept is based on reduction as a subversive reaction to the existing laundry detergent and wider consumer goods market. Utilising a functional typeface, minimal colour and clear concept to communicate the product whilst suggesting to use less inks in the packaging printing.

The jury, made up from professional packaging designers and brand representatives, liked the look, feel and 3D visualisation of the design. However, they argued that it did communicate or utilise the ‘typical’ eco-friendly design cues i.e. craft paper and recycled materials.

Original Albert Heijn Puur packaging ︎
2018 awards jury report ︎