For the launch of The Little Mermaid, Disney asked us to create an amenities box that captured the spirit of the film, with sustainability as a key part of the brief. The goal was to generate organic buzz through sheer wow factor with an audience of pop-culture A-listers who together had more than 2 billion followers.
The solution
The design approach was to create a pearlescent treasure chest that evoked the ripples of light that dance across the sea floor, with a seashell-inspired scalloped lid. The only assets we were given were the film’s trailer and poster. We found inspiration in Ariel’s tail, with its iridescent scalloped texture, and in the colors of the film itself. The final design had an organic, sculptural feel, as if it were made by nature.
Original design sketch, left, and the film poster that inspired it
Sustainability
From day one, sustainability was a priority, and every element was fabricated as responsibly as possible. 3D printed features, usually made from petroleum-based plastics, were created with a plant-based eco-resin with a low carbon footprint.
The card insert was printed on tree-free “paper” made from sugarcane, which is biodegradable and renewable. The shredded fill came from a seaweed byproduct that can still be recycled like wood-based paper. We love you too, ocean.
“Our partners haven’t received such positive feedback on a vessel for a mailer ever. We were really blown away by the shell and the iridescence of it.”
