Basik: Challenging Gender Stereotypes Through Gender-Neutral Packaging

A Gender-Neutral Approach to Packaging Design

Basik was born out of Saana Hellsten's thesis, which critically examines packaging that perpetuates gender stereotypes. Hellsten believes that gender-neutral packaging can play a crucial role in encouraging gender equality and creating a more inclusive and sustainable world. The name Basik reflects the project's emphasis on neutrality and stripping away unnecessary gendered visual language.

In traditional packaging design, gendered visual language is often used to communicate the intended customer. However, this approach reinforces traditional stereotypes and limits consumer choice. Basik challenges this norm by focusing on the function of the product, rather than its gender. For example, in the shaving products range, Basik offers customizable options that allow users to choose and personalize their products based on their needs, rather than conforming to gender norms.

One of the key strengths of Basik lies in its critique of gendered packaging. By using gendered visual language as a tool to communicate product attributes, traditional stereotypes are perpetuated. Basik shifts the focus to the function of the product, particularly in the household products range, where stackability is a key feature. By designing stackable bottles and containers, Basik not only saves space but also challenges the notion that packaging needs to be gendered to communicate its purpose.

In terms of realization technology, Basik is still in the concept phase. The jars and razor handles are 3D printed, while the tubes and boxes are created using existing materials and shapes. The products are then sanded, spray painted, and labeled to give a glimpse of the final design.

Basik's technical specifications vary depending on the product. The razor box measures 60mm x 25mm x 205mm, while the razors themselves are 40mm x 150mm. The lotions come in at 65mm x 170mm, the drain opener at 88mm x 88mm x 150mm, the laundry detergent at 88mm x 88mm x 103mm, and the air freshener at 45mm x 45mm x 150mm.

Basik is the brainchild of Saana Hellsten, with 3D model producer Eugene Kim assisting in the realization of the concept. The project was developed over a span of several months, with the research phase lasting from January to May and the design and production phase taking place from September to December of 2014.

Hellsten's research for Basik was driven by her fascination with the use of gender stereotypes in design. She wanted to explore the origins of these stereotypes and their impact on gender identities. Through her thesis, she aimed to raise awareness about the limitations of traditional gender norms and the importance of offering gender-neutral options.

One of the main challenges Hellsten faced was breaking the notion that gender-neutral objects have to be devoid of color. To address this, she conducted a survey to determine participants' preferred colors from sets of masculine, feminine, and neutral options. The resulting color palette for Basik reflects the preferences of the survey participants, proving that gender-neutral packaging can be colorful and visually appealing.

Basik's label design is minimal, allowing the focus to remain on the most important factors. Icons are used to indicate the purpose of each product, making it easy for consumers to find the right product quickly and efficiently.

With Basik, Saana Hellsten challenges the status quo in packaging design and promotes gender equality. By offering gender-neutral options and focusing on function rather than gender, Basik encourages consumers to break free from traditional gender norms and express their personal values and style.

Basik was awarded the prestigious Silver A' Design Award in 2015. This recognition is a testament to the project's outstanding creativity, technical expertise, and innovation. By challenging gender stereotypes and promoting inclusivity, Basik introduces positive feelings, amazement, and wonder in the world of packaging design.