Alluring, confident, and discrete the Wrigley Global design studio created Elite Mints, an inspired limited edition breath mint solution.
Starting with deep routed consumer insights we were able to codify the key attributes that needed to be brought to life in order to deliver an emotional connection to users in this traditionally functional space.
By building a strong holistic proposition we were able to tap into hidden value drivers that had been overshadowed by decades of category complacency.
As we evaluated the competitive landscape it was apparent that for us to deliver on consumer insights we needed to delight the users by fundamentally changing how we communicate with them.
By addressing the traditional brand communication that has lived in the physical retail environment for the last 100 years the team leveraged the online environment that embodied an alluring and seductive brand emotion.
By challenging the historical leading role the existing Doublemint assets has played it became apparent that the graphics needed play a strong supporting role in the overall experience. The team them broke down the brand to its core essence and by developing a strong and minimal expression of the graphics the team was able to move the graphics into the 21st century.
It became clear that there was a consumer need to have a durable personal artifact for users to possess over an extended period of time. By creating an heirloom housing the team delivered a desirable connection beyond the functionality to one of preciousness.
We were able to tap into a multitude of consumer desires by forging an array of physical manifestations of the packaging. Each housing communicating its own unique personality allowing the consumer to commit to the solution that is the purest representation of themselves.
With a sleek and elegant integration to the external housing the removable cartridge is all about functionality. Wrapped in an airtight foil wrapper this vessel keeps the product fresh until it is called on to preform. Once removed from the foil the clean and directness of the graphics communicate the selection of which confidence inspiring flavor the user will be depending on.
When the product is removed from its discrete resting place and is called upon to perform it inspires 100 plus years of confidence to the user. Then as curtain closes the product leaves a final signature of confidence through a minimally embossed silhouette of the reimagined Doublemint logo.
When we examine our 20th century heritage at ACCO Brands, feelings of entrepreneurism, salesmanship and industrialization flood our minds. One of the most endearing elements of this age is the start of the global love affair with the automobile. Selecting an automobile is a highly emotional personal expression. The right car or product can say who you are, where you are headed and what you will do when you get there.
The design group envisioned a future that embodies the human need to forge emotional connections with our possessions. By decoding the emotions associated with our brands we created a visual brand language that not only embodies the brands but builds a life-long bond with the individuals who use our products. We have forged this connection through a strong understanding of user needs, functional expertise, solid craftsmanship and refined detailing. When united with bold styling and powerful brands the result is our vision: professional renaissance.
The form of the stapler, pencil sharpener, three-hole punch and laminator are seductive and empowering. They boast an allure of mystery, with flirtatious curves, soft subtle beauty and the soul of individuality. This is achieved with dynamically proportioned forms that at critical interaction points reveal supple surface deviations to communicate usage intent. These shifts in form are highlighted by a smooth roll-over edge that visually advertises the overall charisma of the form. High contrast chrome plated material selections partnered with the vibrant red colorway energize the forms to give them life and personality. Simply put, professional renaissance is tradition built with passion.
When presented with the idea of designing a conceptual seating experience my focus was relentless around how we behave when we are relaxing in any and every environment. Our behaviors, types of postures we exhibit, overall actions we take to truly relax and how we settle into becoming comfortable. Once the commonalities of relaxation we're uncovered and qualified the tulip was developed.
When elegance and function unite the result is a timeless expression of stapling. The Runway Stapler embodies a pure stapling design experience. Runway has been fashioned to deliver the most direct expression of a stapler while delivering the quality that users expect from this critical office tool. Anything that does not contribute to the function of product has been removed. The clean aesthetic is user intuitive while providing an iconic silhouette. The design simplifies standard construction techniques while reducing manufacturing complexity. What remains is an object beautiful in its simplicity and functional superiority. The runway stapler is a delightful experience that will endure the test of time.
Initially, we launched this design project when we realized we had a significant growth opportunity in the global mints market. A surprisingly large portion of overall gum and mint sales were from mints with 2/3 of those sales at an opening price point of under $1. We confirmed that due to our under penetration in the market, a new offering in this area would provide organic, incremental growth.
The mint market has been evolving in the recent years with new brands, new pack and product forms and new premium offerings. We have seen a resurgence of mint use and even conversion of non-users into the category. It was important for us to take our share of the market growth and produce a quick-to-market solution to do so.
To gain a deep understanding of user needs, we employed a number of research methodologies. Starting with past research, we set a baseline of consumer behavior in the mint category. We continued by probing today’s consumers to learn more about changes in user needs. Through interviews and in-home ethnographic observation, we ensured that our consumer profile was up-to-date and solidified the needs we had to solve for with our new design. It was essential that pack be portable and thin with the ability to discreetly deliver mints.
From a manufacturing standpoint, we pushed the limits to overcome past barriers that contained our design scope. Working closely with a broad cross-functional team, we determined what changes were not viable and where we could innovate. Using the information gathered from our packaging, product development, engineering, supply chain, operations, finance, safety and legal teams, we agreed on design guardrails and overall necessities to deliver a successful offering from both a consumer and business standpoint.
Through our iterative design process, we explored a number of different materials for the pack. Initially, we tested metal but ended up moving forward with a plastic pack. We mixed different resins and other materials to find an optimum blend all the while ensuring that our final design fit into the existing recyclable bottle stream.
In coordination with our product design team, we created a new pressed mint for our pack. Because the pack structure is brand agnostic, the branded mint allows us to further differentiate brand experiences while using the same pack. The pack and product were used to determine an efficient fill method taking full advantage of manufacturing efficiencies.
In 2016, the new pack was launched in China and India under the Doublemint® brand. In those regions, the Doublemint® brand is trusted and respected and was an appropriate vehicle to deliver our new offering. This year, we plan to launch under the Eclipse® brand in additional regions. Initial sales have been very positive proving that our design is successfully delivering on our initial goal of gaining incremental sales while delivering a strong Wrigley brand experience.
Swingline Vintage a branded assortment product and packaging. That embodies the Swingline brand promise of quality and durability. Reminding consumers of a simpler time when a business professional proudly displayed the latest piece of technology on his desk, not in their pocket.
When the team was presented with the comment, “Swingline is your grandfather’s stapler,” we turned that observation into an opportunistic asset. By leveraging our storied brand history, the consumer's nostalgic sentiment for our brand and products and the trend of introducing retro packaging we developed a successful vision of how the brand could grow market share by focusing on current trends and built-in consumer perceptions.
After an extensive evaluation of the existing product range a group of hero products were identified that resonated with the nostalgic character of the brand. A complete and thorough research and development process was undertaken to understand and assess historical advertising and packaging graphic styles and systems from the late-1800s into the 1970s. Based on the insights gathered the final direction was designed to combine the allure of post-World War II advertising with the whimsy of Parker Brothers-esque messaging and graphic treatments. When combined with simplistic structural packaging, the packaging graphics, communication and collateral embody the essence of an authentic, time-honored, trusted, and uniquely American brand treatment.
The Mega Pack gum package is a completely new innovation in the category and proved early to be a success for customers and consumers. The design was driven by unfulfilled consumer needs, consumer user behavior, quality and durability requirements, manufacturing capabilities, and environmental considerations. The resulting Mega Pack, which holds 35 pieces of stick gum, increased our front-end sales 50% incrementally in the first year and became the #1 selling SKU in its set.
One of the largest barriers to gum chewing is users running out of gum. For those that prefer stick gum, there was no bulk package allowing them to keep more gum on hand in a single pack. Durability and maintaining freshness were mandatory design criteria, which had to be considered with front end shelving constraints and a variety of user needs. Most important for initial success was ensuring that consumers understood the proposition immediately since a bulk stick pack had never been offered before.
Size and shape was carefully considered to juggle various customers and consumer needs. The pack’s footprint had to meet front-end sales requirements to sell-in to customers. For consumers, the pack needs to be stash-able, storable and portable. Interestingly, we identified a need to be unique in shape in reference to other personal belongings to support blind search-ability in bags, purses and car consoles. Our final size also provides a strong billboard space for brand graphics and language to explain the proposition.
Our polypropylene material was chosen for a variety of reasons. The transparent window at the top allows consumers to see at-a-glance how many sticks of gum they are buying. The case is durable and watertight, which keeps the gum safe and fresh, which was a major consumer concern. Finally, the one-piece polypropylene design is reusable and supports easy, single-stream recycling.
Since launching in 2016, the Mega Pack has quickly proven its strength in the marketplace. Launched under the Extra® brand, the Mega Pack has become the top SKU in its set and has increased Wrigley’s front end gum sales 50% incrementally.
Working in conjunction with Sam Farber and Mario Batali, Copco developed the Italian kitchen product line. The product line fuses the passion and history of traditional of Italian cuisine with a clean and purposeful modern design aesthetic. The suite of products in the Italian kitchen range include tools, gadgets, cutlery, aluminum cookware, cast iron cookware, prep tools, serve ware, ceramic table top, grilling accessories, and textiles. All products were developed by the Italian kitchen team.
The collaboration on the Italian kitchen team was magical. Mario brought his energy, enthusiasm and expertise in Italian cooking and culture. Sam provided a vast wealth of industry experience, a commanding knowledge of ergonomics, and relentless drive for creating superior product. Copco administered industry leading product design and development, a vast array of manufacturing partners, and a superior sales and marketing organization. This charismatic team dynamic is evident in the products and consumer experiences that were developed.
When designing and developing industry leading whiteboard solutions, the challenge is to develop compelling, holistic, user-focused strategies that simultaneously compliment a wide variety of potential physical environments. The vision for the Prestige product family is to reinforce the Quartet® masterful dominance of these constraints then leverage those solutions into global markets.
Inspired by the desire to capture creative energy, and facilitate collaboration and the sharing of ideas, the Prestige family of white boards is the crown jewel in the Quartet product offering. The range is able to deliver key user needs in a seamless manner that is not only stunning visually but also has the ability to blend into any environment. With the addition of customizable user accessories the overall product experience has become a delight for all users.
The form language is consistent yet flexible, presenting an intuitive progression from basic to advanced product solutions. With such a dominant linear plane the superstructure is treated in a minimal nature that accentuates maximum usage on the whiteboard surface. Only when absolutely necessary the form gently diverges and transitions 90 degrees from the writing surface. This progression is expertly crafted using a variable chamfer that elegantly disguises such an abrupt shift in geometry. The form then opens up to provide an inviting and spacious expanse for organizing and storing accessories.
After an extensive user insights investigation involving quantitative and qualitative research a multitude of unique solutions were uncovered. By identifying the core users and targeting their needs the development team was able to create a flexible, customizable product range. Multiple products were developed with proprietary intellectual property allowing Quartet to be the sole provider for these desirable user solutions.
This product family modernizes and simplifies a stale product category by focusing aggressively on streamlined interfaces while unifying a large family of compatible accessories for immediate consumer understanding.
Redesigned user interfaces strategically create an intuitive trade-up across the product family. With a tight user focus, functions are appropriate to the user’s likely needs with minimal complication.
Forms are compact and minimal to blend into the professional environment. Surface deviations provide visual cues that intuitively describe product function to promote ease of use and instill confidence in first-time users.
Fusion lamination is the first of multiple category expansions to strategically leverage the Swingline® brand creating simple, intuitive, consistent user experiences dedicated to professional quality.
Swingline creates a single, unified design language that modernizes and simplifies a stale product category. By aggressively streamlining messaging and unifying a large family of accessories the execution provides an immediate consumer understanding.
Evolving to a product-centric package design, Swingline was able to reduce and simplify verbal messaging. The use of digital imagery allowed for specific art direction that highlights the product design, user interface and craftsmanship. The colors are minimal, and the product imagery and messaging are heroes. By leveraging a highly recognizable shared brand attribute, like the color red, Swingline was able to smoothly transition the product range as it moves from the legacy GBC® brand.
In order to graphically communicate trade up from basic solutions to more advanced, white, black, and kraft were selected as base colors. Retail SKUs show as white for basic solutions and black for more advanced solutions. Black is also the foundation for the accessory range of lamination pouches. Kraft is utilized for high-end solutions for which sales are being generated online or through catalog channels.
Unification of this complex system of product, accessories, user interface, structural packaging, graphics and messaging is executed by using coherent design logic. Swingline accelerates product understanding for all consumers and users resulting in immediate increases in productivity and a simple, intuitive, consistent user experience dedicated to professional quality.
Beginning with the fundamental insight that workplace tools must always minimize user interaction time, and that paper shredders utterly failed to meet this need, we arrived at a completely new and functionally unique breakthrough: the auto-feed paper shredder. In a product category which historically demanded that users wait patiently beside low-capacity machines while hand feeding pages in small batches, the Stack and Shred simply manages your entire document on it’s own while you go about your business. A locking enclosure with a rewritable access code guarantees that sensitive documents remain inaccessible until destroyed.
The physical design of the Stack and Shred product range is primarily focused on interaction cues to aid the user and simplify their experience in quickly understanding the technology and leveraging it to enhance productivity, while still maintaining strong lines and stable forms which evokes the confidence desired of a document destruction system.
When we set out to reshape the stapling landscape it was with a close eye on future technology and a strict adherence to the core principles of Swingline design heritage. The products developed must deliver on both the functional needs and design desires of the user. The Smart Touch stapler range provides that rare example of seductive beauty and must have technical innovation.
While focused on functional requirements of the technology we were able to seamlessly weave applied science and stylish grace into an exquisitely crafted final solution. Color finish and material treatments remain true to the function of the product while keying the user into functional interaction points. As a result the Smart Touch range boasts a method for simpler stapling, while simultaneously conjuring the allure of elegance and purity in the final form.
Here is a small sampling of toy projects I lead and collaborated on while in the the toy industry. What is shown a small sampling of many brands I was able to collaborate and develop product with. During this time I was able to work with Disney animation, Pixar, Marvel, troublemaker studios, Mattel, Hasbro, on some of their most beloved properties.
At its release Madame Alexander was one of the top ten most popular happy meal toys ever. These highly collectible and popular dolls are a delight children and collectors of all ages. The dolls capture the same quality and timeless charm of Madame Alexander’s 80 plus year history. Standing 4" inches tall, each doll features moveable parts, “sleep eyes” that open and close [Madame Alexander innovation circa 1930s], detailed face painting and rooted hair. The design group and Madame Alexander worked closely to ensure the dolls were produced with special details in order to capture the charm of the full-sized dolls.
The smooth grip stapler was born out of a conversation about user relationships with their stapler. The discussion lead down the path of transforming the perception of the stapler as a needed workspace tool to a feeling of desired workspace companion.
The team was relentless in driving to a solution that infused the elements of the Swingline brand, while pushing the boundaries of what a contemporary, fresh workspace companion should be. The fruit of this convergence is a design that communicates a sleek, technological aura, while simultaneously boasting the most superior ergonomics in the market place, and Swingline functional dependability.
When Rick Bayless set out to develop his own line of authentic cookware we were more than happy to help him realize his vision of authentic, affordable functionality with Rick’s touch and modern twist. The product range consisted of cookware, tools, gadgets and few specialized pieces specific to the art of Mexican cuisine.
This is a comprehensive collection of all the 2016 global design efforts. In the book we conical the essential elements of experience design the project journey and the business solution. In the book covers confections Brands including skittles, starburst, lifesavers while documenting gum brands including but not limited to extra, doublemint, 5, juicy fruit and the mint segment including brands such as doublemint, eclipse, Airwaves, and Altoid's.
By coupling existing product with a unifide color material solution and premium go to market positioning we were able to rebrand our core line items as a unique solution for our customer staples.
The confident and professional color finish material treatment focuses on the performance elements of the stapler. The packaging solution simplifies messaging while the metalized debossed brand highlights the premium positioning.
Bar basics was developed to give copco a strategic advantage in the marketplace. The assortment was designed with the intent to allow the retailer insert in theses key skus in there planogram during different promotional periods. The color pallets would change with the retailer or the season bringing interest to the barware area, keeping consumers engaged in this core collection of everyday barware items.
Fueled by the passion and limitless curiosity that only a team of designers and creative thinker’s posses these trend annuals were brought into existence.
By focusing on a multitude of industries, technologies, and advanced thinking the periodicals provide a snapshot in time. The holistic overview delivers strategic direction for potential future growth opportunities while supplying research and development guidance.
Through the use of these publications we are able to harness the creative energy of the team, solidify product, packaging, and overall design direction, curate an industry leading design aesthetic, while simultaneously educating the organization, customers and industry.
Evidence suggests three percent of woman and two percent of men will be diagnosed with carpal tunnel syndrome in their lifetimes. The goal of the Smart Fit wrist rest is to prevent as many of those instances as possible. The design disperses support to the wrist bones thus removing pressure from the median nerve and the carpal tunnel. A removable, soft-cushioned insert lays in the center exoskeleton allowing the user to select the proper durometer and thus providing the best fit and comfort. The design encompasses a powerful combination of alluring organic curvature with impactful scientific solutions. When fused together the wrist rest provides preventive care for this growing health concern while pampering the users’ sensibilities.
When we observed the average office worker interacting with pencil sharpeners a few things became evident; current products dominate their space in a solemn manner, they also tend to slide across the desk when used, there are serious frustrations empting the units. The new family of Swingline pencil sharpeners leverage these observations and user needs while building in a few additional benefits in a fun and whimsical manner.
The design language is focused on creating a visual connection with the user that allows them to conceptually map the product usage prior to physically interacting with the product. Application of color finish and material heighten the intent of key interaction points. As a result the overall form is charismatic, inviting and highly functional.
As a result of the new range Swingline has been able to remedy consumer frustrations and create a friendly functional user experience.
This is a collection of sketches, renderings and digital work from my time teaching 200, 300, and 400 level industrial design classes at the University of Illinois at Chicago. The work is a reflection of class lectures demos and assignments that I did as direction for students. All work is of a conceptual nature and represents a small cross section of my hand skills and abilities.