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 luggage to ship out sufferers’ medicines. They wanted new packaging that had power and was daring, identical to their shoppers. “The house supply of treatment and contraception particularly 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 may they get folks to not simply concentrate, but in addition 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 might embody the persona of Deliberate Parenthood sufferers.

The nonprofit despatched the staff a listing of phrases they felt described the those who 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 sometimes do for his or her tasks; 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 might dial up the ten phrases they despatched us. In case you have a look at this temper board, then accountable and sensible come to the forefront, or when 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 mission, 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 (folks 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 actual driver behind this mission, so the inspiration was about discovering phrases and phrases that had been daring and constructive—and having that present itself within the pack’s feel and look, 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 folks in command of their lives. They know what they’re doing.”

The paper luggage beforehand used had been recyclable, and Werner Design Werks wished the brand new packs to be simply as environmentally pleasant. They explored reusable choices however knew that folks would obtain their prescriptions and refills a number of occasions a yr—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 can 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 instructed them that we love the expertise of a plastic pouch, however we do not love the environmental points 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 a whole lot of Japanese packaging books since they achieve this many superb structural issues with paper, like origami. We wished to do one thing with paper however make it a extra attention-grabbing kind.”

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Editorial photograph
Editorial photograph

Nonetheless, the design couldn’t compromise on operate and needed to hit many different checkboxes. “There have been so many variables that had to enter one package deal,” 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 means of the mail. And it needed to be straightforward to fill on the achievement heart that masses these up and mails them out. It couldn’t be one thing that required meeting or folding; as an alternative, it needed to pop open so you might simply drop the gadgets in.”

After a sequence 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 either side to pop it open.

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Editorial photograph

The ending touches for the Deliberate Parenthood prescription luggage make it an much more polished and considerate expertise. Refill notices or different notes to the recipient get hooked up to the bag as soon as it’s closed, making certain that sufferers see it. And quite than utilizing staples to safe the bag shut—which might tear the packaging and the contents—Werner Design Werks selected to shut the baggage with a easy hair tie. It’s a simple resolution and one thing helpful that you simply actually can by no means have too lots 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 Alternative Award. It’s all about how sufferers will obtain this within the mail, and it’ll make them really feel pleasure of their decisions. “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 package deal 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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