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‘Packaging as art’ approach guides Hello Products’ oral care line

Suppliers partner to speed ‘seriously friendly' oral care products to market in innovative packaging that employs shapes, colors, and recycled materials.

HELLO PRODUCTS. This photo shows packages of the company’s mouthwash, toothpaste, and breath spray, all introduced in early 2013.
HELLO PRODUCTS. This photo shows packages of the company’s mouthwash, toothpaste, and breath spray, all introduced in early 2013.

Talk with Hello Products LLC Founder and CEO Craig Dubitsky and you’ll quickly sense the passion and energy he has for his company and its products, and the importance of packaging in building the success of the hello line of oral care products, which includes mouthwash, breath spray, toothpaste, and toothbrushes.

Dubitsky waxes poetic in describing “packaging as art,” saying, “packaging serves as everyday art that is personal in that you can touch it, which you really can’t do with many pieces of art. If you can elevate the everyday by making it a pleasure to use, then it’s a big win.” And that’s the philosophy that’s gaining this Montclair, NJ, company global recognition.

“The oral care market is about a $30 billion category,” estimates Dubitsky. “It’s controlled by a handful of huge companies. With hello, we seek to bring a new conversation to oral care, moving away from the historical talk of killing and fighting to focus on greeting. Packaging is vital to the integrity of that conversation. While the oral care aisle is an array of harsh lines and aggressive shapes, Hello wanted to focus on being easy on the eyes and the mouth. So we needed a partner that could pull it off…and [do so] well inside the usual long lead times. Speed is a core competency of ours, and we were happy that TricorBraun was able to make it happen as fast as we wanted.”

TricorBraun, a provider of rigid packaging and engineering, along with its partners and vendors, provided the breakthrough packaging vital to the brand’s national launch in March 2013.

Dubitsky, whose previous experience included working with Method’s cleaning products and packaging, selected TricorBraun to help bring to life the hello brand’s vision of a modern, no-compromise oral care range, and to do so in record time—about six months from conception to commercial launch, he notes.

Assembling ‘Team Hello’

Hello partnered with BMW DesignworksUSA, the global design consultancy of BMW Group, to create the motifs and individual designs of the packaging. From there, Hello turned to TricorBraun Design and Innovation to take the visionary packaging and commercialize it in a race to market that resulted in 20 molds completed in six months.

“Meeting the deadline was an outsized challenge requiring a uniquely positioned packaging partner that was willing to commit a substantial number of specialists to a single customer,” says Andrew Olsen, TricorBraun’s Packaging Consultant. “TricorBraun’s ‘Team Hello’ was able to maintain a sole focus: getting to market on time and in full. And we’re proud to be a part of hello’s early success.”

The dedicated Team Hello at TricorBraun consisted of 18 company professionals, including engineers and industrial designers who selected materials, created models, and evaluated molds to ensure the performance of the packaging and the components on the filling lines and through assembly, distribution, and consumer use. Selected suppliers worked across three packaging platforms—injection molding, extrusion/blow-molding, and injection/stretch blow molding—to create the custom hello packaging components.

As part of the development, TricorBraun evaluated more than 40 vendors before using 11 strategic suppliers that provided tooling, manufacturing, decorating, components, assembly, and transportation. Through this process, TricorBraun’s Team Hello coordinated the efforts of the more than 100 individuals throughout North America and Europe who were working on the project.

Passionate about packaging

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