Procter & Gamble

Procter & Gamble

Improving the user experience of packaging


P&G wished to redesign the Pampers Wipe Box in order to enhance the use experience. The new design needed to satisfy tough technical criteria, for example maintaining the existing unit costs with minimal change to existing manufacturing lines.


The breakthrough? A unique silicone hinge which allows one-handed opening. Moms and dads could grab a fresh wipe with one hand, while holding a wriggling baby in the other. A staircase of additional innovations brought the design from sketch to high volume production including steps to optimise pallet stacking, to reduce unit weight, and to ensure compatibility with existing lines.


Procter & Gamble was granted two worldwide patents for the innovative design and has achieved global sales of several hundred million units since launch.