10x Genomics Packaging

10x Genomics is a global biotech leader providing tools for scientific discovery. The product packaging system for their consumables had become dated and the color-coded approach was no longer scalable.

The complex redesign project included developing a cohesive and scalable design system for external sleeves, kit boxes, and labels and applying the system to more than 20 dielines and label templates in production. While a number of expressive designs were explored, ultimately we decided to go with a minimalist approach that focused on easy wayfinding in a lab environment. This meant leaning into the large and colorful logo as a key element for recognition as well as clear label hierarchy and readability. I am most proud of the enormous collaboration efforts in this project — from iterating on and testing label hierarchy with bench scientists, to art directing custom scientific illustration, to partnering with documentation and manufacturing teams to optimize label templates.