your questions answered by our very own designer.

You sent in your questions, and Matt, our chief creative officer (and doodle overlord since day one) was ready to dish the dirt.

From design crushes to childproof packaging puzzles, here’s what he had to say…

what’s your favourite smol design to date?

That’s like asking someone to pick a favourite child. But if pushed, Matt chooses our personal care range designed by Claire.

Why? 

Because it puts impact front and centre. The bold colours, the standout design, and the way it communicates the difference you’re making, it all comes together in a look that feels different, and is definitely very smol.

how long have you been with smol? what do you enjoy most?

Matt’s been here since the very beginning in fact, he’s the one who doodled our first-ever smol logo in a pub car park in Leeds about 7 years ago.

And what does he love most about the job? 

“Every day is different. One day we’re working on packaging, the next it’s a product launch or an ad campaign. And the best bit is getting to work with an incredibly creative team to bring it all to life.”

why are the laundry capsule boxes so hard to get into?

We hear this one a lot. And yes, they can be a little stubborn. But there’s a good reason:

• By law, they must be child-impeding.
• They need to survive the postal system.
• And they must re-lock automatically once closed.

Matt admits designing a cardboard box for our laundry capsules that does all this was one of smol’s biggest challenges. It took over a year of sketches, prototypes and testing. But it’s something he’s most proud of because before smol, only plastic packs could meet those standards. 

Our design also helped inspire the shift to cardboard that even the big brands are now following. Result.

NB Matt’s top tip: once you’ve torn off the front, side, and back tabs, point the pack upwards so the inner drawer shifts backwards. Then press the side tab and push the back tab with your thumb. It’ll open first time, every time.

are we being cheated with smaller packs vs supermarket brands?

Not at all. Our products are super concentrated. That means:

• Same cleaning power, smaller package.
• No unnecessary filler ingredients.
• Less packaging, less waste, and a box that fits through your letterbox.

So yes our packs are smaller on the outside, but the products are just as effective on the inside.

how long did it take to design a childproof box?

Over a year. From doodles on paper, to handmade mock-ups, to the final design you use today. It was one of the hardest things we’ve ever worked on, but also one of the most rewarding.

And yes, we like to think it nudged the whole industry to ditch plastic packs in favour of cardboard.

can we have a toilet cleaner or toilet tablet?

That might be something to look into. Watch this space.

if you could launch any new product, what would it be?

Not a new product, exactly, but a new way of getting product to you. Over the years we’ve improved how liquids arrive at your door, from replacement bottles to carton refills. And Matt hints at something exciting coming soon that could change the game yet again.

so who’s ready for more dirt?

This was just the start.

Got a burning question about design, packaging or the smol creative process? Keep them coming, our experts will be back soon with more Get the Dirt.