Electrolux Group’s latest packaging design has won the ‘Red Dot: Best of the Best’ award for its design quality and creative achievement.
The award is given to solutions for their groundbreaking design and is the highest distinction in the Red Dot Award: Brands and Communication Design. Only the best products in a category receive this award.
“The challenge for the design team was to create a stand-out packaging design that evokes emotion through a brown cardboard box. The mission was to reframe the sustainable cardboard box into something desirable and aspirational. We’re so happy that the team’s hard work has been recognized with a prestigious Red Dot: Best of the Best,” says Ella Rudebeck, Design Lead Packaging, Product Line Wellbeing and SDA Design.
The result is a new design concept which uses illustrations on boxes to emphasize the Electrolux brand’s promise to Better Living and a shift from a product-centric to a human-focused approach. The illustrations show people of neutral gender and ethnicity in everyday situations.
The design system also contributes to making it more sustainable. With the new design system, the boxes are easily adaptable for thousands of different appliances in various sizes so the number of packaging variations is reduced. The boxes use water-based ink in less quantities.
Unbleached FSC certified cardboard without protective varnishes or plastic lamination—which could contaminate recycling —is also used.
Recognitions across Europe
The packaging design is shortlisted for Pentawards, one of the most important packaging design awards. The results will be revealed at the end of October.
The design has also won a diploma at Guldägget, Sweden’s most prestigious communication award.
Meanwhile, Electrolux Group scooped another Red Dot:Best of the Best in the Product Design category earlier this year for the Saphir Matt Induction hob.
