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’ medicines. They wanted new packaging that had power and was daring, similar to their shoppers. “The house supply of medicine and contraception specifically simply form of will get flattened,” mentioned Sharon Werner, inventive director and proprietor of Werner Design Werks. “Nobody ever actually pays consideration to it.”

So how may they get individuals 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 transient, Sharon and Sarah Forss, designer at Werner Design Works, explored how they may design packaging that may embody the persona of Deliberate Parenthood sufferers.

The nonprofit despatched the group an inventory of phrases they felt described the people 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 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 may dial up the ten phrases they despatched us. For those who take a look at this temper board, then accountable and good come to the forefront, or for those who take a look at this temper board, then inventive and imaginative come to the forefront. We did this to see which parts would resonate for the mission, and the one Deliberate Parenthood picked was ‘daring, pushed, and fearless.’”

This board labored properly 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 guts of the design—a robust, assured message. The messaging is the true driver behind this mission, so the inspiration was about discovering phrases and phrases that have been daring and constructive—and having that present itself within the pack’s feel and appear, too.

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

The paper baggage beforehand used have 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 instances 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 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 features of that,” Sharon defined. She hoped they may 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 superb 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 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 way of the mail. And it needed to be simple to fill on the success 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 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 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 somewhat than utilizing staples to safe the bag shut—which might tear the packaging and the contents—Werner Design Werks selected to shut the luggage with a easy hair tie. It’s a simple resolution and one thing helpful that you just 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 guts 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 delight of their decisions. “Deliberate Parenthood is for taking management of your well being,” Sarah mentioned. “They’re there to care. They’re there that will help 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 pal there telling you that you just made the fitting determination. That’s the core of it.”



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