FINAL DESIGN
CMF + GRAPHICS APPLICATION
DESIGN REFINEMENT
CONCEPT A
CONCEPT B
INITIAL SKETCHES
RUBBERMAID - HYDRATION LINE (ADULT + KIDS)
PROJECT OBJECTIVES
- Expand Newell Beverage’s presence in the OPP Segment for kids and the MPP Segment in Hydration by executing a multi-brand strategy to offer compelling value through a mix of aesthetics and function.
- Win in the OPP/MPP Segment with Rubbermaid by providing products with functional designs and practical features that are reliable and easy to use all with superior industrial design over the competition.
- Leverage the same lid across the adult and kids hydration product line for economy of scale in tooling costs and development resources. However, in doing so, the product must meet all Newell and CPSCIA safety and compliance standards for 3+ age graded kids’ products.
TARGET CONSUMER
- Hydration - our target consumer is price-conscious, but appreciates good design and a reliable brand. She is willing to spend around $10 on beverageware items she deems practical and simple, but a good value since it functions well. She wants a product that fulfills the basic needs of a water bottle: “no frills,” a simple but intuitive design that stands the test of time.
- Kids - target consumers are parents of children ages 3-8 looking for unassuming, reassuring, water bottles that are reliable, easy to use and provide value for the money.
BRAND
- Rubbermaid: Reliable, functional, easy to use, durable, and practical designs.
- STYLIZED UTILITY & FUNCTION VS. GENERIC UTILITY & FUNCTION.
- Design queues that allow the consumer to easily understand how to use the product.
- The Rubbermaid VBL should differ from the Contigo and Bubba product lines.
MUSTS FOR ALL LID + BODY COMPONENTS
- Interchangeable lids and bodies, so both the chug and straw spout lid options can fit on all body options.
- Blue Ice Freezer Stick and Infuser Stick accessories
- Must be easy enough for a child to manipulate independent of their parents.
- Leak Proof (in the closed position).
- Superior straw retention (straw must not fall out – this is more important than a front angled straw).
- Durable carry loop/carry handle.
- Comfortable, ergonomic manual straw actuation.
- Simple but effective integrated spout cover.
BLUE ICE FREEZER STICK
- Securely attach freezer stick to underside of lid with threads; stick should be threaded to ensure it does not dislodge when in use.
- Optimize Blue Ice stick design to minimize water displacement and optimize cold water temperature.
INFUSER STICK
- Simple, removable design.
- Optimize Infuser Stick design to minimize water displacement.
- Ensure NO seeds and limited pulp gets through the perforated holes. Consumer insights specifically stated NO seeds. Consumers are aware some pulp will make it through the holes.