simplehuman Packaging & Brand Identity


Client: simplehuman

The client planned to introduce a new line of high-quality, stainless steel waste cans to compete in the premium market. The packaging had to help consumers understand why the cans were higher in price than competitors', while conveying the quality of the product. The solution was bold color and icon coding and clean product photography on the box exterior. Dual-level icon and photography systems were developed and the boxes act as in-store signage when shelved.

  • The boxes have a cut-away hole so consumers can see the product's finish tone and texture.
  • Since the new packaging was introduced, sales have grown by more than 25 percent.

Contact: Wendi Parson,
Smart Design,

Credit: Smart Design