SC Johnson
Reinventing the Ziploc Bag to Fend Off Private Label
Consulting Partner: Smart Design
Design Research
Innovation Strategy
Product & Packaging Design
Situation: Ziploc hadn’t produced a significant innovation in years, and private-label competitors were closing the gap in quality and function.
Challenge: Faced with eroding market share and stiff competition, Ziploc enlisted our help to define the next wave of innovation and enable the brand to regain a leadership position.
Solution: We began with in-depth research that reframed our understanding of people’s relationship with food storage. Next, we pursued solutions via a prototype-to-learn approach, leveraging iterative loops of ideation, prototyping, and co-creative sessions with people in their homes.
We translated our findings into an Ideal User Experience which outlined key touchpoints in the user journey. The multi-year roll-out includes color coding for each bag type, easy-open tabs, haptic smart zippers, and a simple box architecture. Ziploc Grip n’ Seal has been awarded multiple patents and has successfully protected the brand from private-label for over a decade.
Patented Easy-Open Tabs
We saw how consumers often fumble opening new bags, so we designed an extended tab and easy grip seal to improve usability.
Patented Triple Seal
We also noticed that people get frustrated when seals are poor quality and food spills out or air gets in, leading to messes and food waste. So we designed a triple system seal with a patented airtight double zipper, ensuring that each bag locks tight.
International Launch
Patented features launched across all Ziploc markets.
