Clorox

Challenge:

An ingenious Product Manager at First Brands discovered a functional gap between deli containers and durable food storage products. However, he needed help in defining the product attributes, functionality and configurations.

Approach:

We were there to help define the product line for Gladware and invent a new category. Since then, we've worked with Clorox to enhance the offering over time with new configurations and features. Our work defined opportunities around secure sealing, perceived structural integrity, quality aesthetics and new usage occasions.

Results:

The latest improvements include snap-to-close corners to improve sealing performance. The clever use of form, color and texture convey new levels of perceived utility and durability. New in-mold branding treatments helped evolve the Gladware brand and outpace fast-following competitors.

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Preliminary Concept

"Mini" Size Extension

Product Detail