Houseware — STUDIO BACKS

Houseware

Tier 1, Tier 2 and Tier 3 line of toothbrushes

Crest - Toothbrushes

Green Line with Tier 1, 2, 3

Blue Line with Tier 1, 2, 3

“design to connote attributes like clean & healthy gum lines, white & beautiful teeth”

Crest - Toothbrushes

The Design Challenge -

The primary design challenge was creating a toothbrush that looks fluid & streamlined to give a perception of being gentle on the gum, as heavy and bulky toothbrushes give the perception of being hurtful to the gum. A good grip design needed to have a suitable volume, the right amount of curvature, and anti-slip features to easily allow changing hand positions for different grips and angles, while connoting attributes like clean & healthy gum lines, white & beautiful teeth.

The Design Solution -

To deliver on these preferences of female consumers in the Asian market, this line of Crest toothbrushes was created across two distinct series featuring various grip designs with Tier 1, Tier 2, and Tier 3 positioning. Generous amounts of TPE (Thermoplastic Elastomer) were incorporated to provide good ergonomics and anti-slip details. The toothbrush neck, head, bristles, and body—with suitable volume, the right amount of curvature, and anti-slip features—were carefully designed for each Tier. Furthermore, Tier 1, Tier 2, and Tier 3 color perceptions differ from vivid colors to white or solid colors to translucent finishes, with subtle anti-slip details and complementing colors of bristles & body.

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