BVD | Electrolux Design

“Simplify to clarify” is the credo of the agency BVD, which was founded in 1996 and focuses on strategic brand development and eye-catching packaging design, in combination with a sustainable mindset. The team’s packaging solution for Electrolux also surprises with a visual language that is unusual for the segment. It shows at the very same time how attractiveness and sustainability can be blended elegantly.

Interview with BVD | Electrolux Design

Red Dot: With the new Electrolux packaging, the user takes centre stage. What was the idea behind this?
BVD | Electrolux Design: The main consideration was to truly capture the Electrolux brand promise “For Better Living”. Instead of pursuing an overly technology-oriented approach to design, as many competitors do, we placed the products in their real context – in the everyday lives of consumers. By telling stories through inspiring illustrations, we have created a design that stands out in its category. The result is a shift from product-centric to human-focused design. It presents Electrolux as a caring brand that is committed to a better and more sustainable life.

Did the possibility of further development play a major role?
The idea of an illustration database emerged from the insight that Electrolux manufactures thousands of different products. We therefore developed a flexible design concept that works across different product categories and can be easily customised by the in-house team.

What is the advantage of illustrations over photographs?
Photographs are great, but in this case illustrations offer many advantages. For example, they require less ink – minimising this was a top priority. Illustrations also give the brand a unique tone and convey sensitivity, humour and personality. They are also more timeless than photographs, where it is difficult to maintain consistency on a large production scale. In addition, a photograph is typically used for a single purpose – whereas a series of illustrations can be combined in different ways to tell different stories.

How important was the aspect of sustainability? Do you generally see it more as an opportunity or as an obstacle?
Switching to more sustainable packaging is the only way forward. With the new packaging design, we are not only minimising the amount of printing ink, but also using ink that is water-based. Thanks to stickers, used to differentiate between products, we have also been able to reduce the number of packaging variants, so that it is now possible to use one box for multiple products. Last but not least, unbleached, FSC-certified cardboard without surface treatment is used to facilitate recycling. Sustainability is definitely a big and important opportunity for us. As creatives, we have the chance to be visionary and change the mindset. Contributing to sustainability, and fostering positive change through design, brings true meaning to our work.