Designing playfulness
Client: Colgate (USA) (Project Director: Eduardo Jimenez) / Project developed with the Curve ID Design Team
Colgate asked us to design and develop the first toothbrush suitable for infants and Toddlers between the ages of 0-2 years, serving as the gateway to the Oral Care category. This significant endeavor required us to create a toothbrush that would cater to the unique needs of this young age group, ensuring a safe and effective brushing experience. Our aim was to establish a foundation for early oral hygiene habits, fostering a lifelong commitment to dental care right from the start.
The challenge at hand was to design a toothbrush that serves a dual purpose as a teether. To address this, we incorporated recessed details in the butterfly's wings, providing relief to babies during the teething phase when new teeth are emerging, and also working as handles. All this while adhering to the strictest safety standards to ensure there were no choking hazards or risks of contamination. Our design not only promotes oral hygiene but also prioritizes the comfort and well-being of infants, offering a holistic solution for their oral care needs.
Another significant challenge we encountered was to create a toothbrush that not only fulfilled its functional purpose but also reduced material volume as much as possible. Departing from the traditional three-dimensional approach followed by the competitors, we opted for a 2D development of the character, resulting in a unique and visually appealing toothbrush. To further reduce weight without compromising on performance, we strategically incorporated sizable holes in the design that serve both functional and aesthetic purposes. These carefully considered design choices result in a toothbrush that not only resembles a traditional toothbrush but also embraces innovation, efficiency, and a nature-inspired aesthetic.
When resting on a horizontal surface. The head of the toothbrush doesn’t get in contact with the surface, avoiding contamination.
Above. Other designs from the Concept phase. Below. Final product on shelf.
