Bissell, the leading producer of fiber cleansing products, wanted a structural package that changed its perception from industrial to consumer. The main challenge was not only to create a unique bottle design, but also to create a friendlier, less industrial looking bottle to attract female customers. With this in mind, the bottle was designed with softer shapes and forms, an easy-to-hold handle, and a more approachable look and feel.
The overall package allowed a larger, flatter face for labels, enabling it to be seen easily at shelf. In addition, the bottle structure was developed to maintain the greatest strength with the least possible plastic used for optimum structural design, and adaptable to accommodate four sizes.