Ultrathon is a bug repellent by 3M that is produced for military use and is also sold commercially. It is one of the most effective and powerful bug repellents sold, and yet very few people have ever heard of it.
This repackaging project sought to create a package for Ultrathon that would become eye catching and appealing to a younger, more adventurous audience. The package needed to be one that could visually communicate the strength of the repellent, the established nature of the company behind it, and the sense of adventure that the product should be used in.
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The problem
When researching the bug repellent industry, I discovered that almost every bug repellent brand used the same, or very similar, colors. Greens, oranges, and yellows. The resulting affect was that when a consumer is looking on the shelves for a bug repellent, they all blend together. A second problem is that the colors of the Ultrathon package are harsh. They do not capture the consumer’s attention, they avert it. The dash of red only adds to this affect. This is a shame because it is an extremely effective bug repellent.
Visual Research
When doing visual research, I began with three words: Strong, Established, and Adventure. The resulting graphics and images gave me the idea to use a weathered typeface, a badge icon, and the combination of a cool and warm color.
Drafts
The box design with the red felt too similar to Old Spice, and it didn’t feel as established as I wanted it to. Therefore, I used my current design direction, but as it was with the flat colors, it lacked something. I started adding photos as texture to create the idea of woods and hiking.
