As part of their growing sustainability initiative, Wal-mart challenged Turtle Wax to upgrade their Zip Wax packaging. Turtle Wax teamed with Studio One Eleven to tackle this initiative.
After an in-depth review of the Turtle Wax brand, the category competitors, and a complete user study; our team targeted several areas for improvement, including: improved sustainability, enhanced user experience, maximum efficiency, and increase in shelf appeal.
Motivated by the sustainable benefits, a material conversion was made from PVC to HDPE with 25% PCR. We opted to move the handle to the side of the bottle; giving the consumer a more controlled and comfortable grip. The side-handle also allowed for increased top load stability, while reducing excess splash when dispensing the product. By implementing a 3-sided wrap around label, Turtle Wax was able to increase the label area with a seamless, upscale appearance with foil-stamped accents.
The new designs were fully-refined to capitalize on manufacturing, filling and transporting efficiencies. As a result, Turtle Wax was able to maximize the pallet capacity and increase the number of units per truckload by over +12%!
