Packaging & Merchandising Design - Exercise (Case Study)

Name: Caitlin Alina Anthony - ID No. 0383177

Module: Packaging & Merchandising Design

Week 1 - Week 4

Packaging Design Analysis

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Table of Contents

• 1 - TLC Green Laundry Detergent
• 2 - Hawaiian Tropic Face Sunscreen
• 3 - RIME Knife
• 4 - MSM Ahli Kumpulan Sugar

Product 1: TLC Green Laundry Detergent

1 - Product Analysis

The goal of this analysis is so identify the specific shortcomings and challenges that exist in the current packaging of the product. The factors being considered are the following: functionality, aesthetics, sustainability, target audience, and branding.

Functionality

One of the primary issues with this product lies in the bottle's dispensing mechanism. The spout is narrow and sharply angled, which makes controlled pouring difficult and often results in drips and spills. This leads to potential product wastage and a mess. Additionally, the cap design is problematic. It is shallow and lacks clear measurement markers, making it hard to measure the right amount of detergent. After closing the cap, the detergent builds up and starts dripping on the sides, this contributes to hygiene issues and user frustration.

Aesthetics & Sustainability

The packaging lacks visual appeal. Its white base with pale accents does create enough contrast or visual curiosity to catch the eye. The word "Green" is featured, there is minimal visual or structural reinforcement of the product's eco-friendly claims, resulting in weak brand storytelling. The plastic material used is the standard high-density polyethylene, which is recyclable, but the packaging does not emphasize sustainability (e.g. refillable packaging, reduced plastic usage, etc.). This is a missed opportunity, especially for the brand marketing itself as "Green".

Target Audience & Branding

The product seems aimed at environmentally conscious households. However, the bland design and impractical usability don't align with the expectations of this segment, whom prefer minimal and eco-friendly packaging with clear environmental messaging.

2 - Market Research

Environmentally friendly laundry detergent usually target eco-conscious consumers, including families with young children or individuals with sensitive skin. These consumers prefer packaging that is both functional and suggest the product's sustainable values. TLC Green's packaging fails to effectively communicate its eco-friendly benefits beyond the use of the word "Green".

3 - Competitor Analysis

Competitors such as Bio-Home, Ecover Non-Bio, and Seventh Generation offer well-designed packaging that emphasizes ease of use, sleek aesthetic appeal, and sustainability. For example, Bio-Home has a built in handle to make it easier to pour out the detergent while avoiding making a mess, while Seventh generation highlights its plant-based content with earthy tones and clear labeling. These products set higher standards in packaging within the same category.

The TLC Green laundry detergent packaging suffers from poor design, weak branding, and lack of sustainability messaging. To compete effectively, TLC should consider redesigning its bottle with a drip-free nozzle, a better dosing mechanism, and eco-friendly materials, while also investing in a more compelling and modern label design.

Product 2: Hawaiian Tropic Face Sunscreen

1 - Product Analysis

Source: https://www.hawaiiantropic.com/?srsltid=AfmBOoog6S-111DlcAKfFAw-jSwmK_3Itkru1O5-609aYr_4PFJozTkS

Functionality
One of the key issues with this sunscreen lies in its cap and nozzle design. Over time, the product consistently builds up around the opening, leading to a sticky mess. Even when used carefully, residue collects at the spout and spreads around the clear cap, which then transfers to fingers or surfaces. The cap also doesn’t fully lock out air or prevent leakage, which reduces the product’s lifespan and causes hygiene concerns. Users are forced to constantly wipe the cap or transfer the sunscreen into another container.

Aesthetics & Sustainability
Visually, the packaging is very on brand with Hawaiian Tropic products, but it looks dirty after just a few uses, which reflects poorly on the product. Consumers might wrongly perceive the brand as low-quality due to its inability to stay clean. While Hawaiian Tropic has made efforts to improve packaging sustainability by reducing materials and using more recycled/recyclable content, the current design lacks features like a recyclable or refillable bottle, missing a growing opportunity to appeal to eco-conscious users.

Target Audience & Branding
The product targets individuals who prioritize skincare and sun protection, such as ocean lovers, outdoor enthusiasts and skincare-focused users. However, the packaging’s messiness and environmental concerns do not align with the expectations of this audience, who increasingly value clean, sustainable, and eco-friendly products. The branding on the bottle may focus on sun protection, but it ignores practical usage needs.

2 - Market Research

The sunscreen market is very competitive, with consumers expecting clean, portable, and hygienic packaging. Users who apply sunscreen frequently, especially outside or on the go, value convenience and precision. Packaging that leads to mess undermines trust on the product’s quality and deters repeat purchases.

3 - Competitor Analysis

Brands like Supergoop! and Neutrogena have addressed similar issues with innovative solutions. Supergoop! (Figure 3) offers clean, minimalistic tubes with tight-seal caps, while Neutrogena (Figure 4) features airless pumps that prevent leaks. These products enhance the user experience while supporting their brand identity of cleanliness and innovation. This sunscreen’s packaging falls short in basic functionality, and the messiness breaks trust. Redesigning the nozzle to be leak-proof, offering a tighter seal, and improving the material choice could improve the products perception and user satisfaction.

Product 3: RIME Knife

1 – Product Analysis

Functionality
The major issue with the Rime knife lies entirely in its packaging: a sealed plastic sleeve that offers no built-in opening mechanism. The plastic is thick, tightly sealed, and lacks a tear notch, perforation, or peel-away layer. As a result, it is physically impossible to open by hand. Scissors or a knife are required every time, which is especially ironic and frustrating when the item inside is itself a knife. This introduces an unnecessary step, delays usage, and poses a risk if users try to tear the package forcefully. It's not just inconvenient, it's poorly thought out and user-hostile.

Aesthetics & Sustainability
Once opened, the plastic sleeve cannot be resealed, folded neatly, or reused. It leaves jagged edges that look messy and can potentially scratch or create microplastic waste. The packaging serves no further function after being opened, making it both visually unappealing and environmentally wasteful. The plastic used appears to be non-recyclable and there is no indication of recycled content, composability, or reduced material usage, which ignores the growing demand for more sustainable packaging alternatives.

Target Audience & Branding

The product seems aimed at general consumers purchasing affordable knives for home use or general use. These users expect quick access to a practical tool, not a struggle with packaging. For a brand that positions itself as accessible and functional, this design choice contradicts the purpose of the product and weakens brand credibility. There's little to no branding on the plastic itself, so the unboxing experience is both frustrating and forgettable.

2 – Market Research

Current consumers value convenience and frustration-free packaging, even for simple tools. Especially in retail settings, customers expect easy to open design. Packaging that requires scissors to access undermines this standard and can be seen as a failure of basic product design. Additionally, single-use plastics are being heavily studied globally, and packaging like this may soon become non-compliant with future regulations or consumer expectations.

3 – Competitor Analysis

Brands such as IKEA and Victorinox use minimal or recyclable paperboard sleeves or blister packs with a clear opening method for similar products. Even budget-focused utility knife brands offer packaging with perforated edges or press-seal plastic sleeves. These competitors enhance both sustainability and usability. They recognize that a good unboxing experience directly affects customer satisfaction.

To improve, Rime should transition to packaging that includes a tear notch, peel-strip, or recyclable cardboard casing. The packaging should be easy to open by hand and made of recyclable or minimal materials. This would not only improve user experience but also position the product better in a market increasingly focused on sustainable and functional design.

Product 4: MSM Ahli Kumpulan Sugar

1 – Product Analysis

Functionality
The MSM Ahli Kumpulan sugar is packaged in a plastic bag without any resealing mechanism. Once opened, the bag remains open, requiring users to fold and clip it or transfer the contents to another container. This increases the risk of ants, spills, and moisture contamination. The bag material is flimsy and collapses once partially emptied, making storage more difficult.

Aesthetics & Sustainability
The torn, folded bag looks unattractive in a kitchen setting and doesn’t reflect the premium quality consumers expect. The lack of resealability also contributes to food waste, as exposure to air and moisture can spoil the sugar. From a sustainability standpoint, the plastic used is not highlighted as recyclable, and the absence of eco-friendly features (such as recycled materials or minimal packaging) further detracts from the product’s appeal.

Target Audience & Branding
The product is aimed at Malaysian households and daily users who store sugar in kitchen pantries. This audience values practicality and hygiene. However, the packaging does not meet modern expectations for usability or safety. While the brand is well-known in Malaysia, the packaging design undermines its reliability.

2 – Market Research

Modern consumers expect common items in kitchens, like sugar, to come in resealable packaging. This is especially valued in humid climates, where ants and moisture are a daily concern. Households now prioritize food safety and convenience, even for low-cost items. Brands that don’t offer these features risk falling behind.

3 – Competitor Analysis

Brands such as CSR Sugar (Australia) and some organic or store-brand sugars use resealable zip bags or stand-up pouches. These formats enhance user experience and promote shelf appeal. In contrast, MSM's current packaging feels dated and ignores prevailing consumer preferences. To remain competitive, MSM should consider adding a resealable zip mechanism or switch to a rigid pouch format that stands upright. This would boost product functionality, visual appeal, and perceived brand value.