One bottle shape, more than any other, has managed to not only differentiate itself from the pack but also to cross category boundaries to represent purity in products as diverse as dish soaps, high-end whiskeys, and perfumes. Remarkable!

How can the simple teardrop form accomplish this? What does this droplet shape mean to the consumer? Does it give the impression that each and every drop of liquid contained within the bottle has been dispensed one at a time? Does it further communicate care and attention to the manufacturing process? I would wager that the teardrop not only sends these messages, but also speaks to the purity of ingredients.
The shape also offers other benefits. A teardrop bottle, by nature, is bottom-heavy, which makes it more stable on the shelf and in the hand. “Slippery when wet” becomes less of a problem in the shower, as the bottle more often than not will instinctively stand at attention, ready for the next pour.
Despite the power of this simple, beautiful form, the same old stock bottles still dominate many product categories. For example, in alcoholic beverages (vodka, wine, whiskey, beer, etc.), these forms are overused, and frankly, all too predictable! Sadly, this design abuse also is evident elsewhere in the store. Hot sauces, mayonnaise, pasta sauces, and olive oil are all guilty of the same design crime.
Where is the innovation? Where is the delight in the opening ceremony, the opportunity for display within the home? Understandably, there are inherent cost implications to producing proprietary bottle forms. However, in an increasingly crowded marketplace, the missed opportunity to help the consumer make that all-important purchase is surely worth the investment.
Clearly, best-in-class examples reside in the cosmetic and nonalcoholic beverage aisles. Orangina and Perrier are timeless classics that employ the teardrop. More recently, the skin care and hair care markets also have responded with powerful teardrop packages that disrupt the language of expected shapes within the category, delight the consumer, and suggest a higher-quality product. Caress, for example, jumps off store shelves.
Simplicity, grace, elegant lines, texture, and trophy-like qualities are all too often left on the brainstorming floor. Breakthrough packaging design requires a sense of conviction, the ability to embrace the mantra that less is more, and the understanding that advocating the use of a beautiful shape will bring tears of joy to your design team’s eyes.

--By Dyfed “Fred” Richards, Executive Creative Director, North America, Interbrand