Visual identity, strategy, packaging design, website, print design, motion graphics, and image creation
Society is a direct to consumer subscription service for home goods and household cleaning supplies, selling everything from dog shampoo to dishwashing fluid: functional products that do not traditionally delight or enchant customers. But it was the utilitarian essence of these products that formed the foundation of our design strategy. The strategy & identity system we created is based on a simple observation: household products are not typically pleasant to look at, and usually are hidden under the sink. But does it have to be like that? Can the products we use in our homes and offices be beautiful objects that we’re proud to display?
Drawing inspiration from the bright colors and bold shapes of mid-century artists, we developed a system of playful geometric patterns for Society’s packaging. Each product has a unique pattern that references what’s inside: a lozenge shape for dishwashing pods, a dot-and-dash line pattern for multi-surface spray. On some products the color of the pattern changes to represent different scents or varieties. The system’s typography is simple black and white, standing for the clarity and transparency at the heart of Society’s direct to consumer model. In addition to the identity and packaging system we designed, we also art directed and created bespoke renderings that showcase the products in a modern and consistent manner.