As we create new products and learn better ways to communicate with our consumers, sometimes its beneficial to look at our boxes and make some updates. Over the course of my career, I was the creative lead for multiple opportunities where we established new guidelines for our retail toilet packaging, improving on each design every iteration.

The main priority of each of these initiatives was clarity for the consumer. From highlighting the most important information at the top, to increasing the size of the store number on the bottom, we made sure to continuously improve our design for the shopper and employee's assisting them. 

Another consideration was maintaining flexibility of the design. Across the different retailers and products, different box shapes and configurations are used. Great care was put into ensuring the design could span the various different shapes while still maintaining brand consistency.