Electrolux Group is a leading global appliance company that has shaped living for the better for more than 100 years. The new packaging design by Stockholm agency BVD in collaboration with the Electrolux in-house design team, demonstrates that Electrolux is not just a company, but also a part of society, committed to becoming an industry leader in sustainability."

The new packaging concept needed to have a strong shelf impact and stand out in the sea of sameness. The challenge for the Stockholm-based strategic design agency BVD was to create a unique packaging design that evokes emotions and conveys a premium feel on an ordinary brown cardboard box. Our mission was to reframe the sustainable cardboard box into something desirable and aspirational.

Together with an illustrator and Electrolux's in-house design team, a flexible expression was developed based on everyday situations with modularity and characters of neutral gender and ethnicity. A design system easily adaptable for thousands of different appliances in various sizes. As a result, Electrolux manages to disrupt most conventional category codes. The design elevates Electrolux moving from product-centric to human-focused, illustrating a brand that cares and aims to empower consumers to a better and more sustainable life.

Above all the new packaging concept for Electrolux takes a strong step towards a more sustainable direction. “Shifting to more sustainable packaging not only feels like the only way forward. It will also be a must in the future and means we keep ahead of any stricter legislation that may be introduced on non-sustainable packaging in the future.” Ella Rudebeck, Electrolux Global Packaging Manager

Ink reduction. Significant reduction in the amount of ink.

No mineral-based ink. Flexographic printing with water-based ink is used.

Fewer packaging artworks. The number of packaging variations has been reduced by using stickers to differentiate between various products and colours.

Minimizing packaging waste. Stickers help to eliminate scrapping as the same box can be used for multiple products.

Materials with low environmental impact. Mostly unbleached FSC-certified cardboard is used, and no surface treatment is needed.

Recyclability. No protective varnishes and plastic lamination that could contaminate recycling are used.

For more information on BVD, visit their website or follow them on Instagram.