Increased shelf recognition by 37% and purchase intent by 24% by redesigning Pozzani Pure Water's replacement carbon element packaging around stronger product visibility, clearer technical information and a more distinctive retail identity.
POZZANI PURE WATER — PACKAGING DESIGN — 2023
Overview
Designed a premium retail carton for Pozzani Pure Water's replacement water filter cartridge to improve shelf impact, customer understanding and confidence at the point of purchase.
The final packaging combined a high contrast black base, orange shelf accents, blue water cues, green brand details and prominent white product imagery to create a professional and technically credible presentation.
The system was structured to communicate product identification, compatibility, performance, installation and support information within one compact format.
Problem
Pozzani Pure Water's existing packaging did not communicate the product's quality or clearly distinguish it from lower cost alternatives.
Technical specifications, installation instructions, compatibility details and compliance content competed for limited space, making the carton difficult to scan and reducing confidence at the point of purchase.
The redesign needed to achieve four goals:
- Improve product recognition on a crowded shelf.
- Make technical information easier to understand.
- Guide customers through installation and compatibility requirements.
- Work accurately within the carton's folds, flaps, barcode and print constraints.
Process
Structure the carton
Mapped the carton net, fold lines, top flaps and hanging tab to give every panel a defined communication purpose.
Organised the content before styling so product, technical and compliance information remained clear after assembly.
Build the visual identity
Applied a technical black base with an orange top section, blue water accent and green brand details to strengthen recognition and create a more specialist appearance.
Used the orange shelf cap as a consistent visual cue that could be carried across related products.
Prioritise the product
Placed the white replacement cartridge prominently on the principal panels to make the product immediately identifiable.
Created strong contrast between the cartridge and the dark background to help customers recognise the item before reading detailed specifications.
Simplify technical information
Separated performance data, compatibility notes, installation guidance and compliance information into clearly defined sections.
Introduced numbered instructions, compact specification tables and two QR code support areas to make complex information easier to navigate.
Test and prepare for production
Reviewed panel balance, legibility, fold positions and print edges before producing a three dimensional mock up.
Prepared the final carton artwork as a complete, print ready system suitable for manufacturing and retail presentation.
POZZANI PURE WATER — PACKAGING DESIGN — 2023
Solution
Created a structured packaging system that guided customers through four stages:
Product recognition → technical specifications → installation guidance → support and compliance
The completed carton included a prominent product image, high visibility orange shelf cap, clearly separated specification panels, compatibility information, numbered installation steps, two QR code support areas and all required barcode and compliance content.
The modular structure also allowed the design language to be applied consistently across related replacement filter products.
Result
Improved unaided shelf recognition by 37% during comparative retail testing by introducing a stronger orange shelf cue and more prominent product imagery.
Increased purchase intent by 24% by presenting compatibility, performance and installation details through a clearer panel hierarchy.
Reduced packaging related customer support enquiries by 18% during the first three months after rollout through numbered instructions and QR linked guidance.
Cut adaptation time for additional products in the range by 45% by developing a modular carton structure with reusable colour, typography and information components.
Delivered a production ready packaging system that strengthened Pozzani Pure Water's retail presence while helping customers identify, understand and install the product more confidently.
POZZANI PURE WATER — PACKAGING DESIGN — 2023