A New Product Line
Bodewell is a sub-brand of GE Appliances that focuses on appliance delivery & repair. As part of an initiative to expand into new markets, I led the design team tasked with delivering concepts for a line of laundry and dishwasher detergents. Our goal was to move rapidly from concept to launch, enabling the business to quickly test consumer interest in subscription-based home cleaning products. In just two months we delivered two products, which released simultaneously on Bodewell.com and through GE Appliances’ SmartHQ app.
Direct to Consumer
Since Bodewell detergents are sold online and through the SmartHQ app, the branding was optimized for both web and mobile experiences. The brand visuals focus on communicating trust, convenience, and effectiveness. Graphics are purposefully kept simple—using bold, memorable colors, large icons, and bright yellow highlights.
Eco-Friendly Packaging
As part of GE Appliances' commitment to sustainability, Bodewell packaging is made from over 40% Post Consumer Recycled Content, making these detergents the ideal choice for eco-conscious consumers.
Color Development
Color played a pivotal role in defining the new product line’s identity. The yellow was chosen for its warmth and energy, evoking freshness and optimism, while the blue provided balance, trustworthiness, and a sense of cleanliness—key attributes for a cleaning product line. Careful testing across packaging materials, digital displays, and printed collateral ensured the colors maintained their vibrancy and consistency across every touchpoint.
Refinement
Achieving the right color and contrast for the pattern was a challenge. Yellow is notoriously difficult to maintain legibility with, and the blue pattern required several iterations to get just right. Close collaboration with suppliers was required to ensure each product matched the design intent.
Shipping
Packaging is an important part of Bodewell's direct-to-consumer experience and sustainability initiative. The box design is made of recycled cardboard and sized precisely to provide protection during transit while reducing excess material and waste. Each package is sealed with a custom-printed Bodewell tape, turning every unboxing into a branded moment for the customer.
Initial Concepts
The tight development timeline demanded quick and strategic decision-making. The first round of ideation focused on the idea of using recycled craft paper and minimizing ink usage. Feedback from the supply team shifted the material to a full color eco-plastic. Ultimately, multiple rapid redesigns were required to ensure the packaging met both aesthetic and financial goals.
Packaging Insert
To accelerate research, 5" x 5" printed card was included in each package, offering a brief brand overview and a QR code for collecting customer feedback. This streamlined the process of gathering information, allowing for product improvements based on direct consumer input.
Expertly Formulated
Bodewell detergents are expertly formulated to provide exceptional cleaning performance. Flecks of yellow in the detergent powder complement the package color. Bodewell detergents are free of dyes, perfumes, fragrances, chlorine, bleach, and other potentially hazardous chemicals, including phosphates, phthalates, and formaldehyde.
Designed for GE Appliances
The Bodewell laundry bottle features a clean and classic silhouette made of translucent plastic. A simple blue sticker is designed to fit into a wide range of laundry rooms. The deep blue complements the Microban Blue accents on GE Laundry machines, subtly reinforcing the themes of water and cleanliness.
