Lovely Package

Curating the very best packaging design


January 11, 2011 | 7 Comments

Designed by The Moderns | Country: United States

“Berry+ is a 95% berry-based, 100% plant-based laundry soap. Unlike conventional detergents that come in a heavy plastic jugs, Berry+ comes in a tiny microdose (2ml – a little less than half a teaspoon) capsule. Each microdose has enough concentrated soap to clean up to 30lbs of laundry (or any size load in between). The outer packaging is 80% non-GMO, plant-based bio-resin clam shell.

The product represents a a disruptive design innovation in the laundry space. Berry+ works any way you do laundry (HE machines, front-loaders, top-loaders, or in the sink) and is cold water-formulated. The packaging is so light that it takes 3.67x fewer trucks to transport Berry+ than leading detergents that come in a jug.

The Moderns, a multidisciplinary branding agency and design think tank based in Manhattan, developed the packaging, branding, and go-to-market strategy for Berry+.”


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7 Responses to “Berry+”

  1. Bethany
    January 11th, 2011 @ 11:43 am

    Here’s my problem with this – it’s gorgeous, definitely, but impractical. Every few people want to buy 2 loads worth of detergent at a time (except those who use laundromats, and even then, maybe only half). To appeal to the masses, it’d have to come in a 30+ load package, which stops being as pretty. If not, then you’re buying the 10 load ones in multiples, and that inches the consumer closer and closer to matching the amount of plastic used in an HDPE laundry bottle (which is also recyclable, btw).

  2. Spike
    January 12th, 2011 @ 3:36 am

    Is this a limited edition run to grab attention, or part of a direct mail campaign?
    As laundry products go, the bigger the better..
    this looks like a tester..

  3. Maria
    January 12th, 2011 @ 8:47 am

    Beautiful, yet function “advantage” is not clear.
    If is concentrated, why do we have to trash more plastic?

  4. Oliver
    January 12th, 2011 @ 9:10 am

    great design – cool colors

  5. Adam
    January 12th, 2011 @ 9:21 am

    Beautiful! I’m sure with a bit of gentle development a compact 30+ load package would look equally beautiful. Go ‘Moderns’

  6. Miranda
    January 12th, 2011 @ 10:32 am
  7. Jon Weinberg
    January 12th, 2011 @ 5:46 pm

    Hey Lovely Package Fans,

    I work at The Moderns (, the agency the developed the packaging for Berry+.

    Bethany, Spike, and Maria: Your posts actually provide a great opportunity to clarify some particulars regarding our work for Berry+, so thank you!

    Firstly, let me assure you that all of the packaging is 100% recyclable. To be specific, the microdoses fall under the #5 category. Moreover, as the post explains, the outer packaging is is 80% non-GMO, plant-based bio-resin (PSM), which uses less energy to produce than other plastics.

    I understand why you’re hesitant to accept that smaller packaging can be more eco-friendly than larger packaging, but Berry+ is a pioneer in this respect. All Berry+ products use 30% less packaging by weight than the average 32-load jug detergent. It takes 3.67x fewer trucks to transport, which gives Berry+ an even smaller carbon footprint.

    The innovative formula is eco-friendly as well. Aside from its 100% plant-based ingredients, Berry+ is also cold-water formulated, which saves you roughly $0.17 per load on energy costs.

    I hope that answers some of your questions.



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