Branding
Wednesday May 26, 2021 By David Quintanilla
Behind the Bold, Award-Winning Design of Planned Parenthood’s Stylish Prescription Bags | Dieline


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When Werner Design Werks agreed to revamp Planned Parenthood’s prescription delivery bags, they obtained a clean canvas—or, extra particularly, a plain white bag. 

The nonprofit reproductive healthcare group was utilizing generic paper baggage to ship out sufferers’ drugs. They wanted new packaging that had vitality and was daring, identical to their shoppers. “The house supply of remedy and contraception specifically simply type of will get flattened,” stated Sharon Werner, inventive director and proprietor of Werner Design Werks. “Nobody ever actually pays consideration to it.”

So how might they get individuals to not simply concentrate, but additionally really feel excited by what they obtain within the mail? 

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With a comparatively open inventive temporary, Sharon and Sarah Forss, designer at Werner Design Works, explored how they might design packaging that will embody the persona of Deliberate Parenthood sufferers.

The nonprofit despatched the group an inventory of phrases they felt described the those that use Deliberate Parenthood for his or her reproductive well being wants—descriptors like forward-thinking, imaginative, and fearless. From there, Werner Design Works did one thing they don’t usually do for his or her initiatives; they created a temper board.

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“They do not ever appear to work for us, however on this case, they really did,” Sharon admitted. “We created temper boards that will dial up the ten phrases they despatched us. When you have a look at this temper board, then accountable and good come to the forefront, or in the event you have a look at this temper board, then inventive and imaginative come to the forefront. We did this to see which components would resonate for the challenge, and the one Deliberate Parenthood picked was ‘daring, pushed, and fearless.’”

This board labored effectively because it wasn’t overly female like one or two of the opposite boards (individuals of all genders depend on Deliberate Parenthood), and most significantly, it obtained to the center of the design—a powerful, assured message. The messaging is the true driver behind this challenge, so the inspiration was about discovering phrases and phrases that had been daring and optimistic—and having that present itself within the pack’s feel and appear, too.

“Deliberate Parenthood feels firmly that their affected person base could be very sturdy,” Sarah stated. “That is the message they need to reinforce, is that they’re sturdy, highly effective individuals in charge of their lives. They know what they’re doing.”

The paper baggage beforehand used had been recyclable, and Werner Design Werks needed the brand new packs to be simply as environmentally pleasant. They explored reusable choices however knew that individuals would obtain their prescriptions and refills a number of occasions a 12 months—and what number of reusable gadgets would sufferers realistically maintain on to? It was determined that first-time sufferers would obtain a reusable canvas pouch, however the next deliveries could be recyclable. The company landed on a 100% post-consumer waste recycled and recyclable, compostable, and biodegradable paper bag.

“We labored carefully with Franklin Press and advised them that we love the expertise of a plastic pouch, however we do not love the environmental elements of that,” Sharon defined. She hoped they might in some way develop a paper bag that felt distinct and one-of-a-kind, one thing past a typical paper bag. “We checked out quite a lot of Japanese packaging books since they accomplish that many wonderful structural issues with paper, like origami. We needed to do one thing with paper however make it a extra fascinating kind.”

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Editorial photograph
Editorial photograph

Nonetheless, the design couldn’t compromise on perform and needed to hit many different checkboxes. “There have been so many variables that had to enter one bundle,” Sarah added. “It needed to be versatile to suit all kinds of sizes. It needed to be economical. It needed to, ideally, get produced domestically. It needed to look good as soon as it went by the mail. And it needed to be straightforward to fill on the achievement heart that hundreds these up and mails them out. It couldn’t be one thing that required meeting or folding; as a substitute, it needed to pop open so you might simply drop the gadgets in.”

After a collection of prototypes, Franklin Press delivered. The bag they created lays flat as an envelope till it’s able to fill, and all it requires is a bit little bit of stress on each side to pop it open.

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Editorial photograph

The ending touches for the Deliberate Parenthood prescription baggage make it an much more polished and considerate expertise. Refill notices or different notes to the recipient get connected to the bag as soon as it’s closed, guaranteeing that sufferers see it. And fairly than utilizing staples to safe the bag shut—which may tear the packaging and the contents—Werner Design Werks selected to shut the luggage with a easy hair tie. It’s a straightforward resolution and one thing helpful that you simply actually can by no means have too a lot of.

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Editorial photograph

Nonetheless, Sharon and Sarah emphasised that the messaging was the center of this design and exactly what made it such a standout at Dieline Awards 2021 as they walked away with the coveted Editor’s Selection Award. It’s all about how sufferers will obtain this within the mail, and it’ll make them really feel delight of their selections. “Deliberate Parenthood is for taking management of your well being,” Sarah stated. “They’re there to care. They’re there that can assist you take management as a result of it’s your physique and your alternative.”

“It got here right down to the one line on the bundle that claims ‘You bought this.’ It’s like having a buddy there telling you that you simply made the appropriate determination. That’s the core of it.”



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