Rubbermaid Brilliance

During my tenure at Newell Brands, a remarkable project took center stage: the development of the Brilliance sub-brand. This initiative marked a transformative phase for our internal design team, propelling us into the world of 3D modeling and rendering. This advancement unlocked exciting avenues for visualizing packaging communication and product aesthetics across diverse shopping channels.

The debut of Rubbermaid Brilliance marked a milestone in packaging design innovation. Our ingenious approach showcased a box-within-a-box structure, serving as both a stage for the star product and a backdrop for accompanying items. This design not only allowed the largest food storage container to command the spotlight but also harnessed the transparent nature of the packaging to accentuate the product's clarity, instantly captivating consumers. To enhance the presentation, strategic graphics and communication within the interior box effectively conveyed the product's features and benefits.

Listening to consumer testing and customer feedback, our design team embarked on a mission to elevate the sub-brand's shelf presence, amplify consumer interaction, and explore potential cost-saving opportunities. Through seamless collaboration with our packaging engineering counterparts, we strategically positioned design communication on the packaging. The incorporation of a vivid blue water image not only heightened the product's clarity but also eloquently communicated its 100% leak-proof feature. This pivotal step propelled the ongoing evolution of the Rubbermaid Brilliance sub-brand, propelling it to become one of our top-performing SKUs.

In summary, the journey of Rubbermaid Brilliance exemplifies our dedication to pushing the boundaries of packaging design. From the initial inception with the innovative dual-box concept to the strategic integration of visuals and messaging, we continue to redefine product presentation. This venture stands as a testament to the power of collaboration between design, engineering, and consumer insights in creating a packaging solution that not only resonates with shoppers but also showcases the essence of the brand.

Credits: