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The Forever Bottle by Thankyou
By creating a new range of design-led, refillable glass bottles, social enterprise Thankyou has not only revolutionised the look of its best-selling personal care collection but boosted its sustainability credentials.
Social enterprise Thankyou’s personal care range has been a phenomenal Australian success story – its eponymous hand wash, for instance, was the biggest-selling supermarket product in its niche for more than five years, and sales have generated millions of dollars for its charity partners. But as a slew of similar-looking products found their way onto supermarket shelves, the brand felt its packaging needed a rethink – one that would not only distinguish Thankyou’s products from competitors but would offer a more sustainable alternative for Australian consumers.
Enter award-winning Auckland-based brand design agency Marx Design and Melbourne industrial designer PerCapita Studio, which collaborated with Thankyou to create an iconic new glass bottle for its personal care, cleaning and deodorant ranges. “Being unique as a brand and concept is something that’s mission-critical to us, as well as offering products both in and outside of supermarkets, to allow us to effectively engage consumers to play a role in helping us achieve our mission of ending extreme poverty,” says Thankyou co-founder Daniel Flynn. “We set out to make a range of products that were design-led, sustainable and more premium to appeal to consumers interested in design. Our glass range is not available in supermarkets and … delivers our most elevated experience yet.”
To ensure the range had a timeless quality, the design team prioritised materials over colour and pared elements down to a bare minimum. They also deemed no detail too small, not least the ergonomics of the pump or the sleek yet stable build of the base. “Every dimension, angle, radius and impression has been fine-tuned and engineered to provide a refined consumer experience,” says Jon Liow of PerCapita Studio. “The material grade and surfaces have been thoughtfully finished to offer a premium feel and elevate the product interface in a tangible way.”
Creating a stand-out look was crucial, but embedding sustainability into the design was an equally essential priority. “In a world where consuming and discarding short-lived products is the norm, we sought to stand out from the crowd by creating a high-quality, sustainable, enduring, design-led alternative,” says Flynn. Ryan Marx of Marx Design adds: “We wanted to create a refill system that was both iconic and distinctive while embodying Thankyou’s purpose to reimagine consumerism and end global poverty.”
The Forever Bottle range is available in clear glass, charcoal glass and frosted glass, and white and black aluminium. For Thankyou, the range is a major step towards circularity: the aluminium is 100 per cent recycled, and the glass bottle iterations are both recyclable and refillable.
