Method Laundry Develops Award Winning Product and Packaging

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July 27, 2010

Eco-friendly cleaning-products company Method Products developed a brand new highly concentrated laundry detergent in a sturdy pump-style bottle, which it claims solves an array of shopper and environmental problems.

The detergent is eight-times more concentrated than others currently on the market. When the new product development team began their research they discovered three problems: laundry detergents are primarily made of water, requiring unnecessarily large packages; Americans use far too much detergent; and laundry rooms tend to be messy due to, among other things, spilled detergent.

Joshua Handy, Method's senior director of industrial design, whose business card lists "disrupter" as one of his titles, told Fast Company that the first clue they were on to something significant was when "people wouldn't give us back our prototypes."

IDEA jurors said the innovation is not just the detergent or the packaging, but the whole product. "Even though the pump structure is nothing new in cosmetic packaging, combining it with ultra-concentrated detergent prompted new consumer behavior that reduces both resources and water use," said Starbucks executive Fumi Watanabe, a judge in the packaging category. "Why hasn't anybody done this before?"

SBD Views: While not a store brands story per se, we think this new Method package captures the essence of best practices in driving consumer centric packaging innovation. We’ll know that store brands have established true CPG leadership when they regularly serve as the source of packaging and product innovations like this one. -- John Failla for Store Brands Decisions

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