Radius redefines the visual and user experience of Seventh Generation’s liquid dish soap packaging.

Seventh Generation produces and distributes environmentally-safe household and personal care products. The company has spent over 25 years formulating plant-based solutions that are effective and healthy for everyone within the home as well as the community and environment outside of it.

While having success with many offerings, their existing dish soap packaging began to have reported usability challenges and the packaging’s opaque exterior impacted user perception and began to impacted sales. With these reported usability challenges and design concerns, Seventh Generation set out to evolve their liquid dish soap packaging design. The achieved redesign began to solve their initial dilemma, but test feedback conveyed similarities to existing products in the market. Radius was enlisted to explore the vast market’s challenges and uncover the best ways to differentiate the brand so they could take their final steps to manufacturing.

Amidst a mature and competitive market, Seventh Generation selected Radius to help refine their bottle design for a result that would be unique to the brand, develop a relationship with the consumer, and enhance the retail presence and value on the shelf.

Differentiation in a Challenging Category

Input from the research activities led to a stylized and discrete industrial design of a device housing that incorporated the research learnings, ensuring it met user needs, including patient-friendly features, such as a visual indicator, dose counter, and comfortable grip.

In parallel with the external design of the product, Radius engineers developed the internal mechanisms required to achieve complete, robust function of consistent dose delivery. The internal mechanisms were proven out early in the design process using step-by-step prototyping and proof-of-principle techniques. Radius utilized its implementation services to obtain complete injection-molded devices for further verification. The entire process was governed by Radius’s design control process in accordance with regulatory requirements.

From Concept Refinement to Finished Product

As a result, the final design embodied the Seventh Generation core design language through its fluid and appealing visual sensibility. The usability issues were creatively solved through the integration of a pronounced shoulder for increased awareness of the intended grip area. The form and clarity of the package offers confidence in cleaning performance through an enhanced sense of durability and robustness. The combination of these key factors helped to differentiate its retail presence and increase value on the shelf. The debossed PCR emblem at the top creates a prominent and dynamic element to highlight the sustainability that consumers come to expect from Seventh Generation products.

Design that Adds Value

To date, five dishwashing SKUs have been successfully launched into the marketplace—Free & Clear, Lavender Flower & Mint, Lemongrass & Clementine Zest, Fresh Citrus & Ginger, and Fresh Lemon & Tea Tree. The finished design has added value and increased competitiveness in Seventh Generation’s market segment.

Innovation. Realized through refined packaging.

Visit Seventh Generation.




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