A new spin in laundry

The end of large, heavy soap containers to transport and store.

Purex Complete 3-in-1 Packaging System

Henkel, a worldwide leader in Consumer Laundry, Homecare and Cosmetics needed a brand package to support the market introduction of a new sustainable detergent system under the Purex brand. Designed to end resistance to pre-dosed detergents, the complete 3-in-1 solution means the end of large, heavy soap containers to transport and store.

In collaboration with our manufacturing partner Nypro, Radius was asked to design a structural solution that was easy to use, brand differentiated on the shelf and sustainable. The dispenser also had to cost less than other multi-part/process packages that include a lid, container and shrink wrap. Radius delivered a range of structural brand design options that included careful consideration of design for manufacturability (DFM) to meet speed to part, speed to pack and unit cost requirements. As the design evolved, the design was optimized though our Radius/Nypro integrated process. We collaborated during the prototype tooling stage debugging the details and optimizing the design to finalization. Through thin wall part design, and high tolerance fastening, the 3-in-1 answers all necessary usability and consumer demands in a packaging system that is approximately 50% less material than category competitors.

Released in May 2009 amid a deep recession, particularly when it was a premium product from what had long been a bargain brand. Purex Complete generated $67 million in year-one sales and beat first-year sales for the next biggest laundry product launch of the year.