Hollow Core
Packaging system and process book for an Arm & Hammer fabric care concept
Church & Dwight came to the Collective with a fabric-care R&D track that needed two things at once: a packaging system that could carry a new generation of laundry products, and a process book that could pitch the whole vision back to the leadership team in a single binding.
I led the visual design and brand application across the package set. Pulled the Arm & Hammer mark into a fresher, more confident lockup. Set a watercolor color logic so each variant felt distinct without breaking the family. Built the type system that ran across cans, sleeves, and inserts so a shopper could read the shelf in a glance.
Then I conceived and designed the book that walked Church & Dwight's leadership through the work. Cover, structure, section dividers, type, the rhythm between sketches and finished mocks. The book had to feel like a Sunday New York Times: a reading experience, not a deck. That's what made the leadership read it instead of skimming it.
The package
A core that speaks for itself.
The packaging concept treats each can as a piece of editorial. POWER CORE on the front, a single variant pill on the body, the Arm & Hammer mark held at consistent scale across the family. The watercolor wash is what carries personality across variants without redrawing the rest of the system.
The detail
Form, weight, the hand of it.
The system was modeled in three dimensions before it was ever printed. Three-quarter renders so leadership could see how the sleeves sat on the canister, how the variant pill caught the eye at shelf, and how the watercolor read at distance. The renders did the persuading; the prints just confirmed it.
The book
Revolutionary visions for fabric care.
The book ran 130-plus pages and had to do a hard job: explain a product strategy to people who don't usually sit through one. I conceptualized and designed it end to end. Cover, table of contents, section dividers, the team page, the in-progress sketches, the CAD with type column, the variant matrix, and the final packaging mockups all sit on the same grid and read in the same voice.
The book is the artifact people remembered. Anyone in the room could understand the work because the book made it understandable. The packaging is what shipped on the strategy that survived. The book is what made the strategy survivable.
Takeaways
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