All But In Name

The Semantics of Sanitation: Naming a New Kind of Hand Care

Working on packaging for a natural hand sanitiser—though “sanitiser” feels like an ill-fitting term—raises an interesting design challenge: what do we call it? “Hand rub” suggests an exfoliant, “non-rinse soap” is clunky, and “hand sanitiser” leans clinical, which this product isn’t. It’s the opposite—moisturising and scented like a boutique spa. I’ve landed on “Hand Cleanser,” though the search for a better moniker continues.

The naming dilemma underscores how language shapes perception, particularly for emerging categories. Amid a global pandemic, hand sanitiser has become an unlikely cultural artefact. No longer just a functional commodity, it carries psychological weight—part protection, part reassurance. It’s talismanic, a modern equivalent of holding a pomander or charm. The V&A blog dives brilliantly into this cultural context, tracing the evolution of objects imbued with protective properties.

Ultimately, the client opted for a “Rinse Free Moisturising Hand Cleanser.” While wordy, it’s refreshingly straightforward and reflective of the product’s dual function: care and protection. It proved a wise decision—the first batch sold out swiftly, a testament to the power of thoughtful design and precise language in meeting contemporary needs.

For a product like this, it’s not just about what it does but how it feels to use—and even more importantly, how it’s perceived. The packaging and the name become as much a part of the experience as the product itself, illustrating the delicate balance between utility, comfort, and design. Even a bottle of “goop” can tell a story in a world where small comforts matter more than ever.