Issuu on Google+

aerofresh


contents Summary

3

The Problem

4

Alternatives

5

Why Aerosol?

6

Branding/Identity

7

The Canister

11

Made in Australia

12

The Product

13

References

15

2


summary A design issue that people come across in their day to day lives is the toothpaste tube. Evident in the images shown:

Many package design ‘solutions’ to this problem have been identiďŹ ed, although none have never completely changed or revolutionised the toothpaste market, with the majority of toothpaste manufacturers sticking to the tube. The overall process started with designing a hygenic, clean and practical take on a familiar and everyday product. The solution of a toothpaste product being compressed into an aerosol can was the complete hygenic solution.

3


the problem Toothpaste tubes are renowned for the mess they create. Excess paste always leaks out the nozzle, it congeals and clogs it up. The paste also tends to leak all over the bathroom sink and onto clothing, leaving stains and streaks. It is also extremely unhygienic, as the excess paste is no onger contained in the package and exposed to the elements of the bathroom. Another major issue with the toothpaste tube package is the ability for it to be moulded and reformed into countless different shapes, making a signiďŹ cant amount of paste near impossible to use, thus wasting it, meaning consumers are spending money on toothpaste they will ultimately throw away, as it is not worth the trouble of cutting the tube open to scrape the remainder out. It is far more satisfying to begin a new tube then to spend a longer amount of time squeezing the remaining paste onto your toothbrush.

4


alternatives Upstanding toothpaste bottles have been released to minor success. The issue with these types of toothpaste packaging is that it is more difďŹ cult to spread toothpaste onto the brush than the tube, it also suffers from the same clogged nozzle as the tube, although these solutions do decrease the amount of toothpaste wastage. Pressurised pump toothpaste has also had minor success, more user friendly and covenient than the regular tube and minimal ‘paste waste’ but the nozzle also has the tendency to become clogged and congealed. Household solutions such as using a bulldog clip or a plastic tube twister to squeeze the toothpaste out are very cheap and require more than one product to try and solve the overall issue. It also does not combat the issue of toothpaste hygiene. High tech gadgets which automatically squeeze the toothpaste out are too expensive and not readily avaliable in supermarkets.These solutions often require to be plugged into a wall socket or a battery to operate, which is not convenient or as simple as most consumers would like.They have a tendency to be considered novelty. 5


why aerosol? Why are aerosol cans the best solution to this issue? Modern aerosol products are very environmentally friendly, contrary to popular belief. They no longer contain harmful CFC’s, preventing the destruction of our precious ozone layer. They are fully recyclable and user friendly. Aerosol products always deliver the exact amount desired and on target, eliminating unneccesary wastage, meaning that the consumer gets the most possible use out of their product. The aerosol can will deliver the product inside consistently from the ďŹ rst to the last spray. The toothpaste inside will be kept clean, hygenic and leak proof as the contents of the can cannot be contaminated until exposed to air. The cans are also vacuum sealed, no air can get in or get out, meaning the product inside has a much longer lasting shelf life. The aerosol can design is simple, with no tedious or complicated parts and the liquid inside is accessed at just the simple push of a button.

6


branding/identity -fresh -mint -breath -sparkle -wash -clean -air -aero -spray -mist -white -active -smile -bright -radiant -shine -pure -pearl -clear -twinkle

The product is targeted at young adults, more specifically frequent travellers with professional jobs. It should be easy to travel with, especially on aeroplanes, as airport staff can be very strict when it comes to bringing large aerosol canisters on board, due to safety risks. The product should have enough toothpaste in the tube to last for a long period of time, making it less of a hassle having to buy toilettries on such a regular basis. The product may be considered unsafe for young children to use without adult supervision. Older people in the 50+ tend to reject new takes on familiar everyday products such as toothpaste, so it will not be aimed at those specific markets. The brand identity will be very premium and high class, blues and blacks with a metalic background. The colour blue gives a very minty and fresh vibe, although black is often seen as premium and high quality. In order to give the toothpaste aerosol a name, the elements, which made up the product were utilised. Words with obvious dental/air connotations were considered and are listed to the left side of the page. The name ‘AeroFresh’ was eventually settled on, as the word ‘fresh’ appeared to have the easiest identifiable reference to oral hygiene. ‘Aero’ is taken straight fromt the word ‘aerosol’. 7


branding/identity The name ‘AeroFresh’ is significantly important to the branding and identity of the product, as it needs to catch the eye of consumers. The name is also intended for the consumers to feel the sensation that they have, or want to have clean, fresh teeth when they see the name. These illustrations seen on the following page were created through an iPad application named ‘Aeolian Harp’. They appear to be very wispy and are an abstract interpretation of ‘air’ one of the biggest elements of the toothpaste package design and identity. This abstract depiction of air has been used in place of typical elements associated with toothpaste such as mint leaves and perfect white teeth.

8


9


branding/identity The label, as shown below, was created with a modern, sans-serif font ‘Judit’, in order to give it a very ultra modern feel. The label also includes very minimal graphics, with blue being the only colour used. This evokes a very bauhaus vibe, as the ‘less is more’ concept is more likely to draw the attention of the consumer than a cluttered mess of skeuomorphic graphics, such as mint leaves, toothbrushes, the unrealistic image of the toothpaste inside and of course smiling, perfect teeth.

aerosol based toothpaste

10


the canister The aerosol canister that the toothpaste will be contained in is a relatively small, travel friendly 120ml bottle, with the at label dimensions being 125mm wide by 115mm high. This size can would be ideal for the toothpaste, as it is compact, similar in size to a regular toothpaste tube, it will last long but will not take up too much space on the bathroom counter, easy to store and stand, which will also help consumers de-clutter the bathroom. 125mm

115mm

11


made in australia Aerosol products can be produced in Australia through the Aerosol Association of Australia.

Their mission is to: “-Foster high industry standards in safety, manufacturing and environmental responsibility. -Sddress legislative and regulatory challenges at the Federal and State levels. -Meet the needs of industry for technical and legal guidance provide a forum to encourage and share ideas and increase industry knowledge. -Foster the growth and well-being of the Australian industry and promote the image of the aerosol package.� Membership with The Aerosol Association of Australia is open to any company with commercial interest in the Australian Aerosol industry.

12


the product

13


the product WHITENING

WARNING keep out of reach of children under 8 years of age, in case of accidental overdose, seek professional assistance or contact a poison control center immediately INGREDIENTS: calcium carbonate, water, sorbitol, sodium lauryl saccharin, methyl paraben, titanium dioxide, sodiul monofluorophosphate

DIRECTIONS FOR USE: -spray aerofresh onto toothbrush for a maximum of 3 seconds -brush teeth and tongue as normal -spit and rinse mouth thoroughly -childern under 8 should be supervised by an adult and spray a minimal amount

2240 49391 9239

aerofresh

aerosol based toothpaste

14

-maximum cavity protection -strengthens teeth -no mess -easy use -freshens breath -great minty taste -use for up to 100 brushes


references Keri Williams, 2012, Toothpaste1 [ONLINE]. Available at: http://movingtojamaica. ďŹ les.wordpress.com/2012/10/toothpaste1.jpg [Accessed 17 May 13]. Xanga. 2010. Toothpaste Dispenser. [ONLINE] Available at: http://xb9.xanga.com/ b70850e6757b9264340042/b210761315.jpg. [Accessed 17 May 13]. 1300 Smiles. 2010. Twist and Brush. [ONLINE] Available at: http://xb9.xanga.com/ b70850e6757b9264340042/b210761315.jpg. [Accessed 17 May 13]. Quick Medical. 2008. Fabrication Enterprises Tube Squeeze. [ONLINE] Available at: http://www.quickmedical.com/fabrication-enterprises-key-handle-tube-squeezer. html. [Accessed 17 May 13]. Ali Express. 2010. Touch Me: Automatic Toothpaste Dispenser. [ONLINE] Available at: http://www.aliexpress.com/item/High-quality-Touch-Me-new-innovative-Automatic-Toothpaste-Dispenser-Toothbrush-Holder-family-set-2-in-1/825139858.html. [Accessed 17 May 13]. Trade Korea. 2012. Toothpaste Pump Dispenser. [ONLINE] Available at: http://www. tradekorea.com/sell-leads-detail/S00031588/Toothpaste%20pump%20dispenser. html. [Accessed 17 May 13]. Chicago Aerosol. 2013. Packaging Design. [ONLINE] Available at: http://www.chicagoaerosol.com/services/packaging-design. [Accessed 17 May 13]. Aerosol Europe. 2011. Aerosol. [ONLINE] Available at: http://www.aerosoleurope. de/?attachment_id=150. [Accessed 30 May 13]. Aerosol Association of Australia. 2013. Logo. [ONLINE] Available at: http://aerosol. com.au. [Accessed 06 June 13].

15


Aerofresh rationale