Costco Security Watchdog Shredder

Agency: Core Marketing, Inc.
Designer: Milan Calabrese
Art Director: Chuck Penzone
Project Type: Concept
Location: Chicago, United States
Packaging Contents: Paper Shredder
Packaging Substrate / Materials: Corrugate
Printing Process: 4-Color Process

We were asked by our client Fellowes Manufacturing, Inc. to provide a concepts for a Costco Exclusive paper shredder that would catch the consumer’s attention while maintaining the Fellowes Brand ID and communicating a strength and security message. Fellowes’ shredders feature a bulldog mascot who was incorporated in clever ways to convey the desired message.

The intent of the design was to subtly send the message of shredding and security while clearly and simply communicating the features of the product. This packaging ultimately went on to win a 2019 MUSE award for packaging design.

What’s Unique?
A clever and unique use of shreds to create the “Watch Dog” message on the side panel. The use of the color brown while maintaining a clean modern look.