Target's ClearRx packaging earns Design of the Decade award
Posted by Lisa McTigue Pierce -- Packaging Digest, 12/9/2010 2:08:15 PM
The Industrial Designers Society of America (IDSA) has honored Target Corp.'s ClearRx packaging with the Design of the Decade award, sponsored by Teague. ClearRx, a D-shaped bottle, addresses the communication, packaging and system deficiencies encountered by users of maintenance drugs, including the elderly. It provides a solution that can reduce potential risks associated with taking medications.
"We're thrilled to be honored with this award because great design is a part of our DNA at Target," says Keri Jones, svp, Health & Beauty, Target. "We brought this same belief of improving people's lives through great design to Target Pharmacy in a meaningful way with the introduction of ClearRx."
"After thorough evaluation of all of the entrants for the 2010 Designs of the Decade competition, ClearRx was the unanimous choice of the jury," says Masco's chief design officer Charles Jones. "There was complete alignment around the aesthetic, functional and societal benefits of the product. ClearRx is an elegant design solution helping millions of users, and Target is to be commended for helping to bring such a thoughtful, well designed solution to the marketplace."
Design of the Decade (DoD) recognizes and celebrates the positive impact that design has on business and society. The designs were judged on their benefit to society, benefit to business, innovation, benefit to user, responsibility, benefit to client and visual appeal.
The DoD jury, led by Charles Jones, awarded 12 golds, six silvers and two bronzes in 12 categories:
Category: Solution to a consumer problem
Gold/Design of the Decade: ClearRx
Silver: LifePort Kidney Transporter
Category: Best sustainable design solution
Gold: Setu chairs
Silver: Method Laundry Detergent with Smartclean Technology (another packaging innovation)
Bronze: Nike Considered Footwear
Category: Solution to a developing world social problem
Gold: Tata Swach Nanotech Water Purifier
Silver: Mechanical Advantage Tourniquet (MAT)
Bronze: OLPC XO Laptop, XO-3 Laptop, Yo-Yo and Multicharger
Category: Solution to a developed world social problem
Gold: Inogen One G2
Category: Most responsible design solution
Gold: OmniPod Insulin Management System
Category: Most appealing consumer solution
Gold: Flip Family of Camcorders
Silver: CoMet Gas Cylinder
Category: Design's contribution to business efficiency
Gold: Virgin Atlantic Upper Class Suite
Category: Most profitable solution to a business problem
Gold: Gillette Venus
Category: Design thinking's contribution to business
Gold: Amazon Kindle
Category: Most successful integration of new technology
Gold: Jawbone Bluetooth headsets and Company Strategy
Silver: Defibtech's Lifeline Automated External Defibrillators (AEDs)
Category: Design's contribution to market share growth
Gold: SERVO-i Intensive Care Ventilator
Category: Biggest contribution to brand growth
Gold: Apple Retail Stores
The jury featured top design executives representing design consultancies, design companies and corporations including: Chris Bangle, BMW's former director of design; Ayse Birsel, IDSA, president, Birsel + Seck LLC; David Butler, IDSA, vp of global design, The Coca-Cola Co.; Marc Greuther, chief curator, The Henry Ford; Sohrab Vossoughi, IDSA, founder and president, Ziba and Brian Walker, president and CEO of Herman Miller.