PAST CONTESTS | 2011 | WESTINGHOUSE ENLIGHTEN

WESTINGHOUSE ENLIGHTEN

The Portfolio Center: Cate Kennedy, Christine Sutton, Sanyokta Kathari, Thomas Lane


To create innovative light bulb packaging that is minimally processed and biodegradable. The packaging form will also implement a system that will help the consumer relate to the product and select a solution that best meets their needs.

The average U.S. household has more than 40 light bulb sockets, ranging from those for table lamps to ceiling fixtures. With home lighting accounting for more than 20% of annual household electricity bills, choosing the right light bulb is key to lowering energy costs and meeting your household’s lighting needs. iLight bulbs in the family/living room, kitchen, bedroom, and bathroom(s)are more frequently replaced than bulbs in other areas of the home. These are the areas that consumers spend the most time enjoying and are also the ones that they work hardest to convey a particular mood or ambience in through decor and lighting style. These are the rooms in the homes that are most reflective of the homeowner - 95% percent of homeowners report that they make purchasing decisions for these areas’s based on a particular mood/feeling they want the room to evoke. However translating these moods into the correct purchase decision isn’t easy and impedes the sales cycle. Additionally, the current packaging is made of processed materials that are not sustainable and are similar across the industry, leaving little differentiation between brands. Solution: Westinghouse enlighten is a progressive line that addresses the problems that exist in light bulb packaging today. Packaged in a logistically efficient clamshell that is made from unbleached pulp. Unbleached pulp is a minimally processed 100% biodegradable material that is made entirely of plant fibers and returns to the earth completely. When the life of the bulb runs out it can be returned to the packaging where it can be safely stored until it can be recycled. When all the bulbs have been used instead of discarding the packaging the top can be cut off and it can serve as a planter for seeds. The entire form can simply be transplanted into soil and will return to the environment that it came from.

The system is designed so the consumer can easily identify which solution meets their needs. Because it is hard to define the purpose of the light bulb based on wattage and lumens alone, the system makes an emotional connection with the consumer by using moods to represent the intensity of the bulb. A family of icons has been developed to also represent the light’s brightness and icons to suggest rooms the particular bulb intensity will work best in. Additionally, the colors are based on the mood and intensity that the bulb conveys reinforcing the overall system . Since its creation, light bulbs have been a symbol of innovation and progress. The current packaging needs to reflect that. With the development of energy efficient bulbs the packaging also needs to be environmentally sound. Additionally the homogenous aesthetic of the overall packaging leaves the consumer overwhelmed with options none of which are easy to differentiate between. With a protective form made of minimally processed plant based materials and a system that emotionally identifies with the consumers purchasing concerns, Westinghouse enlighten is a product with packaging that is consistent with light bulb innovation today.