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PA Consulting, 2021


Good Club asked us to design them a custom pot and box solution for their zero waste online grocery delivery service. In 14 weeks we carried out design research, identified insights and proposed some initial design solutions. The output of the project was used to win investment before Good Club rebranded to Dizzie and pivoted their approach with Blond undertaking the final design work.

The PA client story can be found online here:

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Research & Insights

We carried out a range of primary and secondary research to understand the pain points and opportunities associated with refill packaging systems. The research included competitor landscaping, user interviews with delivery drivers, customers and warehouse staff and experience immersion through experiencing the packaging system ourselves. Using the research we built personas to understand the customer needs.

Contrary to a typical, consumer centred design project, the key here was really in the supply chain. Customers only had the packaging for less than a day and beyond decanting there weren't many more interactions. Warehouse staff on the other hand were responsible for picking and packing orders, loading and unloading boxes and sending pots back to the cleaners. The interactions and needs created by the shipping and logistics were largely were our insights lay.

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Pots and boxes need to work together cohesively

Nesting and stacking are must haves for storage and shipping

Paper padding detracts from the user experience 

Shipping air should be avoided if possible


We developed a range of concepts and proposed a solution based on the findings from our research. The ideas ranged from flat packing boxes inspired by Swedish return systems to collapsing totes and zero waste pots. The client picked the concept we named 'Dream Chain' which was designed specifically around the supply chain.

Given the tight deadline, we jumped very quickly into CAD to prototype the handles and pots for functional and ergonomic testing. To check the dimensions of the boxes in relation to the pots, I borrowed techniques used in visual merchandising. Planograms were taped onto the floor to make sure the pots and various sizes of nesting boxes worked together.

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Proposed Concept

The delivery boxes were carefully designed so everything could nest as efficiently as possible within delivery size constraints, to lower the costs of return shipping. Stacking was also really important for storage within the warehouse. A novel handle solution was proposed to make carrying the boxes indoors more comfortable, that also doubled up as a way to secure the lid.


250 ml, 500 ml, 750 ml and 1 L pots were requested in the brief so we designed them all to have the same diameter lids to lower tooling costs and make the process of packing orders more seamless. The pots also nested so they could be efficiently packed up for returning to the warehouse or washing partner. 


Our proposed concept was part of a closed loop material system. Broken polypropylene pots and lids could be mixed into low grade, tricky to recycle black plastics to form a jazz plastic box. The CMF was largely dictated by these constraints, as well as a request to see into the pots and designing for durability.

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Packaging Journey

To communicate the journey the packaging goes through and how it's design features assist that, I illustrated the timeline. The style is based on existing illustrations Good Club were already using.

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