4mula was born from an installation created by artist/designer Timothy Bahash. What began four years ago as a conceptual piece about obsessive-compulsive washing has since evolved into a line of all-natural, essential-oils-based bath and body products. All designs are measured against a litmus test of utilitarianism and environmental responsibility. This approach applies to both solid and liquid products in different ways.
The 4mula Barbox confronts the age-old problem of soap’s rapid and messy decay upon wet surfaces and incorporates ergonomics into the resulting form. Packaging for 4mula’s liquid products sets a new standard in environmental responsibility. The rectangular shape of the lab-grade bottles allows them to hold more product per square inch than cylinders, and to align efficiently. The design encourages reuse, as do the product labels, which are printed on vinyl with removable adhesive.
“When developing the 4mula packaging,” says Bahash, “I made two assumptions—consumers have an overabundance of brands in their home and a clutter of objects that crave a system. Many of us live and work within the same space, and as those spaces grow smaller—especially in urban dwellings—we end up sharing the intimacy of our space with our possessions. With so many brand ‘voices’ competing for our attention, it stifles our ability to create (as in the kitchen) and to think (as in the bathroom).”
4mula.com recently launched the (re)users gallery, an online community. On display is a series of reuse applications for 4mula packaging as submitted by their customers. The site launched on 04-04-04 (April 4, 2004). One year later, 4mula is shipping products internationally, has a growing network of retail partners in the high-end lifestyle market, and has begun research and development on a new line of home products that follow the 4mula “natural order of things.”