Scotch-Brite™ Scrubbing Dish Cloth

Scotch-Brite™ Scrubbing Dish Cloth

COMPANY: 3M // BRAND: Scotch-Brite™

THE ASK //

Provide a new product offering for dishcloth users with a new scrubbing dot technology, printed in a way to be both aesthetically pleasing and functional. The added benefits of this new technology make it challenging for copycats to enter the space and provide differentiation from competitors at shelf.

DESIGN OBJECTIVES & SUCCESS CRITERIA

Communicate strength and effectiveness of this new, modern dishcloth through visual pattern and color that resonates with the end user on a functional and emotional level.

Align with current market trends and fit within the kitchen setting and accommodate different consumer personal home decor styles.

Printing limitations include 1 color, same size dots, equal spacing between dots, and all over dot coverage to maintain the right amount of functional scrubbing power.

PROJECT EXPERIENCE //

Trend research and creative development for dot patterns, color strategy, and packaging strategy
Business analysis of consumer research
Collaborate with cross-functional teams including product chemists and engineers, research and development experts, marketing, communication, and sales teams
Review dot and substrate color samples from print vendor prior to production to ensure print and scrubbing quality

ACHIEVEMENTS // 11 DESIGN PATENTS

Market and Trend Research

Leverage trend forecasting resources and identify market trends to validate and apply color, material, and graphic trends to the product portfolio.

Pattern Exploration and Functionality

Collaborate with product engineers and chemists on technical inputs for the patterns to be aesthetically pleasing while maintaining the functionality of scrubbing power.

Final Product

Pattern and color concepts were tested with consumers in qualitative and quantitative consumer research to help identify what is resonating with the target market.