Retail Packaging for Seniority

Packaging Design


Transforming Visual Identity to mirror the essence of Curation and Care

Seniority approached us to solve two key challenges in their product packaging. Firstly, consolidating sub-brands under the main brand umbrella to unify messaging around brand values. Secondly, bridging the gap between millennial purchasers and elderly users while maintaining neutrality.
The visual design and structural packaging had to communicate these clearly and effectively. Packaging for the elderly did not mean large fonts and kraft paper packaging with simplified line work. The founders were very clear that they did not want to go into this direction to remind their core demographics that they were old and asked us to figure out a different strategy on the visual direction.

The Real who and the Hidden how

In marketing to seniors, it’s essential to avoid ageism while focusing on the positive aspects of aging. Seniors seek to feel valued, respected, and accurately portrayed in marketing materials, reflecting their identity and experiences.
This was a packaging project, but we knew that if we did not update the messaging, the overall effort on the visual and structural side would not have the impact that we wanted. So our strategy was split into creating these goals for the overall design direction. It is also important to avoid patronising language and to make sure that marketing materials are easy to understand. Seniors are just as savvy as any other demographic, and they will not respond well to marketing that is condescending or exclusionary.

Most millennial grandchildren purchase a variety of devices and products for their grandparents. While the brand was meant to serve the elderly by no means it was an old person brand. Integrating the desires of the younger population on trust and product selection while maintaining the key message of care to the elderly was paramount. In conclusion, we wanted to create a design language that is simple and communicates clear visual cues, clarifying the overall message and guiding the user with visual markers.

Design for Ageing Demographics

The pervasive notion linking aging with limitations affects the perception of products for seniors. This results in stereotypical packaging with oversized graphics and fonts, perpetuating a narrow view of the aging population.
Revolutionizing the design for seniors, we challenge limitations, transcend stereotypes in packaging, and create a robust design ecosystem. Inclusivity and thoughtful design are essential for catering to the diverse needs of the aging demographic.
Furthermore, a crucial aspect exacerbating this issue is the lack of a comprehensive design ecosystem within many companies, particularly in the packaging domain. This absence hinders the creation of inclusive, thoughtful, and aesthetically pleasing designs that truly resonate with the diverse needs and preferences of older individuals.

1. Perception of Limitations:
The prevailing perception that aging implies limitations profoundly influences the design of products for older citizens. To overcome this, a paradigm shift is necessary—a move from viewing aging as a hindrance to recognizing it as an opportunity for innovation and tailored design. By challenging preconceived notions and embracing a more positive outlook, we crafted products that enhance the lives of seniors without reinforcing stereotypes.

2. Stereotypical Product Packaging:
Stereotypical representations in product packaging, often characterized by oversized graphics and fonts, contribute to the perpetuation of age-related stereotypes. A remedy to this issue lies in adopting a user-centric approach that prioritizes inclusivity and thoughtful design. Our team recognized the diverse needs and preferences within the aging demographic, ensuring that packaging reflects a nuanced understanding of seniors as individuals with varied lifestyles and tastes.

3. Lack of Design Ecosystem:
The absence of a comprehensive design ecosystem within companies is a significant hurdle in creating products that cater to the older demographic. Establishing a holistic design approach involves integrating marketing, sales, and design functions to collaboratively address the unique requirements of seniors.

Meaningful Solutions For You

Our brand's style guide involved elevating colors from playful mint green to a mature shade, distancing from consumer electronics and medical sectors. We explored typefaces for a legible font suitable for seniors yet modern.
One of the key things we wanted to highlight throughout the packaging was a key message that we came up with ” Meaningful solutions for you” and to symbolize care we used the #Thereforyou hashtag. Bringing the brand values into the style guide helped repeat them throughout the visual assets to help consumers recognize the brand, other than with the logo.

Our goal was to communicate that being old was not a disability but was a new phase in life. The mature green helped convey this to a certain extent but a design language is hardly just color. A variety of visual elements like iconography, type, and layouts were constructed to define this new visual language.

A simple ecosystem comprised of consistent visual elements and clear messaging that was implemented across various visual assets. Each packaging layout was clearly defined in a visual grade with a scalable system in mind. This helped immensely to maintain visual consistency.

There For You

Our distinctiveness stems from challenging the notion of aging as limiting. Our packaging avoids stereotypes, redefining aging as a new life phase, devoid of disability implications, shifting the narrative positively.
This packaging initiative for Seniority stands out as one-of-a-kind due to its holistic approach in addressing not just visual aesthetics but also the underlying perceptions and challenges associated with packaging for the aging demographic. Unlike conventional approaches that often reinforce stereotypes with large fonts and simplified line work, the team at Seniority embarked on a transformative journey. The solution involved not only upgrading visual elements such as colors and typefaces but also constructing a comprehensive design ecosystem.
This departure from the norm is reinforced through a mature green color palette, carefully chosen typefaces for legibility, and the incorporation of a key message – "Meaningful solutions for you" and the hashtag "There for you" – symbolizing care.

Value-driven Packaging

The emphasis on user-centric design, clear messaging, and a scalable system for various packaging sizes sets this initiative apart. The commitment to maintaining visual consistency across different assets and orientations contributes to the packaging being not just visually appealing but also strategically aligned with the brand values.
Moreover, the design language created is not solely about color; it incorporates a variety of visual elements like iconography, type, and layouts to communicate a fresh perspective on aging. This design system provides a foundation that is both cohesive and adaptable, ensuring a distinctive and impactful presence in the market. In essence, Seniority's packaging emerges as a pioneer in challenging stereotypes and fostering inclusivity within the realm of product design for seniors.

Consistent Messaging for Consumers

Crafting the initial design system and style guide ensured visual consistency, maintaining brand integrity across various assets. A scalable design system empowers teams to build cohesive, flexible interfaces meeting diverse user and business needs at any scale.
The graphical/Visual direction was kept to have a clear and bold product image on the front with just the title and the brand logo to keep the focus mainly on the function of the product itself and how it added value to the consumer. The sides were used to depict the product features in the form of icons and text and the back was entirely used for product description and specifications. While nothing revolutionary, this system helped maintain a clear message and also visual consistency overall.
As various sizes of packaging were brought into the mix, the ecosystem of visual elements became more and more valuable in maintaining a consistent outlook. We had to create a variety of packaging sizes and orientations both in portrait and landscape.

Title: Transformative Impact of Inclusive Packaging Design

The overwhelming appreciation expressed by 85% of surveyed senior citizens for the new packaging underscores the significance of user-friendly features tailored to address the unique challenges faced by an aging population. This resounding endorsement not only validates the efficacy of inclusive design practices but also highlights the profound impact they can have on consumer satisfaction and brand perception. Furthermore, the remarkable 35% increase in orders following the redesign serves as tangible evidence of the direct correlation between positive user experience and enhanced sales performance.
The substantial 25% surge in foot traffic observed in stores carrying the revamped products signifies a notable shift in purchasing behavior towards brands that prioritize senior-friendly design. Concurrently, the dramatic 47% reduction in returns attributed to poor packaging reflects the effectiveness of eliminating frustration points and ensuring a smooth user journey. These compelling statistics underscore the transformative power of design, emphasizing the importance of prioritizing elements such as easy-to-open mechanisms and visually appealing aesthetics. By investing in inclusive packaging design, businesses not only empower senior citizens with greater independence and confidence but also position themselves for long-term success and growth in an increasingly competitive market landscape.


  • Packaging Design
  • Style Guide
  • Conceptualisation
  • Market Research
  • Graphic Design





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