While utility is a valuable feature of household products, the item needs to offer more to reach a larger customer base. This was the case with Henkel Consumer Goods, who believed its Renuzit Pearl Scents odor neutralizer/air freshener line needed a makeover. Sensing that most of the products in this category utilize unimaginative packaging designs, the company leaned on Berlin Packaging for a fresh new look.

According to Henkel Consumer Goods, mot brands were relying on “drab, cylindrical jars that were functional but not inspiring.” This scenario presented the company an opportunity to stand out on the shelf.

Berlin Packaging’s Studio One Eleven design group subsequently developed the next evolution of air freshener package design. With a demographic of female customers, Henkel had several goals in mind. “From the start, Studio One Eleven looked for a way to appeal to female consumers seeking a product they could proudly display,” explains Brian Welsh, district manager at Berlin Packaging. “The goal was to offer more than a freshener that consumers would buy and ‘put behind a door somewhere.’ Compared to the competition, the Pearl Scents package is a small piece of art.”

Studio One Eleven relied on retail and consumer research to develop a suitable range of packaging alternatives. Henkel responded to a design featuring a sculptured interpretation of the classic hourglass silhouette. Welsh says the packaging highlights smooth curves and a stable base that resolves to a fashionable flared top. In addition, the jar’s latticed screw cap makes it easy for the absorption of odors and for the product’s refreshing scent to fill a room.

Studio One Eleven’s design team tested multiple lattice patterns driven by optimal airflow calculations. “Private label brands were competing on price. Henkel’s Renuzit marketing team was convinced that a strong package design would elevate the product, make it suitable for display in the home and office, and justify its higher price point,” says Welsh. “Henkel is comfortable with major suppliers like Berlin—although Berlin’s strengths in package design were a primary draw for this assignment.”

The contemporary design of the Renuzit Pearl Scents product features a clear PET plastic. According to Welsh, the material is versatile enough to fit any home or office décor while also satisfying manufacturing requirements for automated filling. Studio One Eleven also did not face any major hurdles with the new packaging. “No significant challenges were encountered during the product design phase,” adds Welsh. “Several variations were presented and developed, and once complete, Berlin filed a patent for the final design. Then the intellectual property was transferred to Henkel, which handled the package manufacturing itself.”

Henkel Consumer Products has taken its new Renuzit product to market in five scents: Sparkling Rain, Serenity, Seductive Pineapple, AromaTranquil, and Blue Sky Breeze.

So far, Berlin Packaging has received positive reviews. “Henkel’s marketing team was has been very excited by the final design,” concludes Welsh.