Creating the vision design language for a player in the oral care market.
As Wisdom Ltd embarked on a new phase to refine and harmonize their brand identity, so too must the design language of their manual toothbrush lines. The question they had was, 'How do we use design to tell our brand story though product?'.
I led this design from analysis, to conceptualization, to refinement, across two product ranges Quantum Clean & Ultra Flex, for two user types.
Below are images showcasing the new direction and aesthetic language I developed, capturing their brand ethos. The project involved navigating stakeholder input to establish a cohesive direction, manufacturing technical constraints and production costs.
Through meticulous hand shaping of foam models, selecting CMF finishes, incorporating textures, each design enhanced each user type's experience, ensuring optimal grip and fostering meaningful engagement. This achievement is a key strategic objective for Wisdom, influencing their ongoing success.
Outcome
• Driven revenue and growth. 10+ years of products sold, both online and in-stores
• One industry disrupting innovative solution in company portfolio
• Company growth with new product portfolio range
• A bought into visual brand family language, and its story
What I did
• Facilitated product and brand analysis workshops with senior leadership
• Explored several design directions through sketches, illustrations, 3D foam models, and extensive CMF (Colour, Material, Finish) colourways
• Led the creation of two new family product ranges. Including the Competitor Analysis, Brand Analysis, User Experience, Design For Manufacture & CMF
• Shaped brand voice and personality
• Collaborated with Marketing, Sales, and Engineers to advance projects and reach goals
• Refined two main design directions, by detailing the 3D model and creating renderings that communicated the overall aesthetic and features
Part of the Wisdom Quantum oral care range. This family range focused on Scrubber's user archetype, preferring a hard deep clean. Every element had to be designed to communicate stronger better grip, to help remove plaque and bacteria for healthier teeth and gums, as well as behavioural interaction habits of brushing teeth in straight lines. An advanced whitening action feature was designed in the head for a truly thorough clean and a whiter smile.
A strategic vision. The industry innovation was in the tapered head on, a unique transparent neck design feature offering flexibility to reach all areas of the mouth. This family range focused on Twiddler's user archetype, preferring a gentle professional soft clean. Every element had to be designed to communicate comfort, control and precision, giving longer lasting performance. Insights revealed these brushers brushed their teeth in all directions, gently rotating the brush between their thumb and forefingers.
Drawing from the brands' history & story of protection, the two ranges express signature shield thumb grip areas and tightly defined tensioned form curves, yet differing in aesthetics. A rich, bold full body colour palette, and a premium palette working in harmony with advanced materials that build on the range's neck innovation.
