Client & Project
PZ Cussons - Original Source
Product & Category
Bathroom and personal care packaging design, brand identity, and product strategy
Services Delivered
deployed_code
Product design
package
Packaging design
shapes
Brand identity
Brief
Original Source partnered with Alloy to create a distinctive structural packaging design that would strengthen shelf presence and reinforce brand identity in a highly competitive personal care market. As competitors began imitating standard bottle formats, the objective was to develop a pack that was instantly recognisable, easier to use, and clearly differentiated at point of sale.
Outcome: A bold, reclined bottle design with enhanced grip surfaces and advanced silicone closures, improving shelf visibility, in-shower usability, and brand recognition while expressing Original Source’s energetic, adventurous personality.
Key Outcomes
0
Sales increase
Delivered an 80% increase in sales following the launch of the redesigned Original Source packaging.0
Recycled material content
Introduced packaging with 30% recycled material content, supporting Original Source’s sustainability objectives.0
Fully recyclable
Achieved 100% recyclability across the redesigned packaging format, improving end-of-life environmental performance.
Design of an enduring, iconic, brand pack ID
Original Source is a range of shower gels, shampoos and conditioners launched to the market in 2005 with a proposition focused on vitality, using the largest volume of essential oils in their product.
The brand’s early success prompted retailers to launch competitive own-label brand’s using the same ‘off the shelf’ packaging, eroding the brand’s performance and unique appearance. Alloy worked with BDH (advertising) & The Chase (Graphics) to create a more powerful brand using the packaging as a key point of differentiation.
Alloy sought to develop a structural pack that would enhance shelf stand out and provide usability benefits to consumers. A key consideration of the project was that the packs would almost always be placed at a lower level on store shelves.
This key insight suggested a reclined stance that would present the pack more easily below eye level to a consumer, and also present a confident, adventurous brand personality. We also sought to provide an easily grip-able surface for easier use in the shower or bath, and used advanced silicon closures for both bottles and tottles (upside down bottles).
