The objective of this project was to explore how GE could reposition itself in the compact florescent lighting market through branding and innovative packaging design. There were 3 phases to the project. Phase 1 included in-depth research of GE's current brand, the target customer, benchmark brands, and an audit of the current lighting market. There was opportunity to reposition the brand to be more environmentally focused. However, most consumers fall into the range of those considered "pale green" (have an attitudinal commitment to eco-friendly products but it isn't always enough to drive behavior), and this was important to keep in mind during the entire process.
The second phase centered on strategic planning and how to define the personality of the new GE brand. The "core essence" was determined to be Responsible Innovation, with a focus on forward-thinking in an optimistic tone of voice.
The last phase included designing a logo, selecting materials and the shape of the package, systematically applying a color scheme and messaging, and implementing the system to correspond with different bulb and wattage types.
Recycled paperboard was chosen because it is eco-friendly and still protects the product. The organic structure was inspired by nature because of the underlying idea of creating a package better for the environment. It is pod shaped and opens with the front panel peeling down (such as a banana or flower petal). The name, Switch, was chosen because of its double meaning: a light switch and a turning, shifting or changing.
Each side of the package has different graphics.
Front of package: Contains the most important information: image of the product, GE logo, Switch identity, bulb type, light type, and wattage. The colors differentiate the types of bulbs.
Blue = general purpose bulbs
Green = outdoor bulbs
Orange= dimmer bulbs
Pink = indoor florescent bulbs
Back of package: Has 4 key messages that correspond with the differentiation of the bulb types. The idea behind the messages is “Switch on” an inner or hidden side of the customer, which makes the bulb like a lifestyle light bulb. This type of messaging does not focus on just the environmental aspect because, as found in phase 1, most consumers are “pale green” and the messaging directly relates to that concept.
Right side of package: Has a simple icon of a CFL which resembles the “w” in “Switch” from the front side.
Left side of package: Has information graphics about CFLs and how they compare to regular incandescent bulbs. Detail of graphics below.
Interior flap: Has information about mercury and how to recycle the bulbs. Detail of graphics below.
Below: These signs would hang from shelves in in-store displays. It would be the first thing the consumer would see when walking into the aisle.
Rendering of the final conceptual package:
