proofed! Packs Sustainability Into a Smarter Detergent Carton

As an emerging brand, proofed! is built around a strong sustainability ethos and a differentiated market position as the first plastic-free laundry detergent. Its product offered consumers a new way to do laundry, but the packaging had to work just as hard as the formula—delivering both operational efficiency and protection against product staining, all while helping them reduce plastic.  

The previous package used a two-piece tray-and-card, barrier-based format, which added inventory and operational complexity and made automation difficult. Managing multiple components created inefficiencies across packing and fulfillment, while the product itself introduced performance challenges: under ambient conditions the detergent sheets experienced formulation migration, resulting in staining that could create an unsightly appearance. proofed! needed a simplified, one-piece carton that could run efficiently in production while reducing visible staining. 

Smurfit Westrock partnered closely with proofed! and Berkley Medical Resources from both an innovation and production standpoint to develop the right answer. Through material testing, lab analysis and cross-functional collaboration, the team evaluated multiple structural and barrier concepts before selecting a one-piece tuck-tab carton made from grease-resistant 16-point SBS EnShield® paperboard. EnShield delivered the barrier performance needed without poly-based laminations, while also supporting premium graphics, reliable converting and scalable automated packing. Our close partnership—from early concepting through production—helped to align structure, coatings and manufacturing capabilities around the customer’s sustainability and performance goals.

The final solution gave proofed! a package that worked harder for the brand and for the business. It delivered strong branding and tactile value through premium matte-and-gloss finishes, while sending clear sustainability signals with a recyclable paperboard structure that aligned with proofed!’s ethos. The one-piece design improved automation and simplified operations. Just as importantly, the package improved quality by reducing unsightly staining, creating a cleaner appearance and a better customer perception—proving that sustainable packaging can also enhance performance, efficiency and shelf appeal.