Cj 2 draft layout

SAMUEL DIXON CJ 2 PRESENTATION AND VALIDATION KIDS SUN CREAM

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CONTENTS The Problem Space The Proposed solution The Sun Cream Range At Home/Everyday The Details On Holiday On The Go The Skin Care Range

DEVELOPMENT

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CAD DEVELOPMENT

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Time plan Concept 1 Concept 2 Concept 3 Bath Soap & After sun Persona Target Market Feedback Design Essence Volumes Materials-Foam Pod Sketch Development Bottle Sketch Development Sachet Sketch Development Sketch CAD Model Making Form Models Mechanisms Conclusion

Pod-Cad Development Holiday-Cad Development Everyday-Cad Development Conclusion

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MAKING

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Milling Vac Forming 3D Printing Colour Material Finish Cap Vac Forming Mechanisms Sachet Development Sachet Filling Strap Manufacture Conclusion

GRAPHICS

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REFECTION

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Label Panel Logo Development Graphic Panel Box Development Conclusion

Personal Reflection Validation

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NAVIGATION Page Layout

ACTIVITY TITLE Description of the research activity REFLECTION

Feedback and insights

PHOTO OF ACTIVITY

(All Photos in this document have been taken by myself unless stated otherwise)

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THE PROBLEM SPACE It has been scientifically proven that getting sun burnt as a child increases your chances of developing skin cancer in later life. Over many years great innovations have been made in the formulas that make up what we call sun cream. Little innovation has been made in the way these creams are applied to a child. Often making the experience unpleasant and messy deterring many parents from applying enough sun cream altogether or not the correct amount.

By not applying enough sun cream, children often do not receive the quoted SPF protection number on the bottle.

Through my research I discovered 3 usage areas that each have there own set needs and problems. They are: At Home/Everyday-Kids often are required to take sun cream to school or on trips. They struggle using pumps on bottles and dislike the feeling of cold sprays on their skin.

On Holiday-Applying sun cream is often a messy experience, kids move around making spays inefficient. Many parents dislike rubbing in sun cream with their hands.

On The Go- When on days out parents often need to carry sun cream, they require an easy to carry, bulk free pack that also helps ensure they have applied enough sun cream to their child.

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THE PROPOSED SOLUTION EEZY is a brand focused on creating fun, simple skin care experiences, from store to application and fundamentally “making skin care EEZY!� Each product is carefully considered to provide 100% user satisfaction with elements of fun and humour through out. With the ultimate goal of children having big smiles when the words sun cream are mentioned.

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THE SUN CREAM RANGE

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AT HOME/EVERYDAY THE PROBLEM: Kids often are required to take sun cream to school or on trips.

They struggle using pumps on bottles and dislike the feeling of cold sprays on their skin.

THE SOLUTION: EEZY Everyday allows children to have a sense of ownership over their sun cream. The pump sponge applicator creates a mess free, pleasant application experience. Refillable pods, allow users to store sun cream for 2 full body applications, the indicator shows how much has been used.

DAB ON

RUB IN

RUB IN

CARRY

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TOP UP

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THE DETAILS The cap has been designed so the user will never loose it. After releasing the snap clip the flexible strap can then be bent back on its self allowing the cap to clip into the valve underneath the pod.

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ON HOLIDAY THE PROBLEM:

Applying sun cream is often a messy experience, kids move around making sprays inefficient. Many parents dislike rubbing in sun cream with their hands.

THE SOLUTION: The Holiday pack allows parents to apply and rub in sun cream on their child resulting in a mess free application. As a result a recommended dosage can be applied meaning parents can be assured they have applied enough sun cream to their child.

CHECK

PUMP ON

APPLY

RUB IN

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ON THE GO THE PROBLEM:

When on days out parents often need to carry sun cream, they require an easy to carry, bulk free pack that also helps ensure they have applied enough sun cream to their child.

THE SOLUTION: The flexible packaging allows this pack to fit easily in a parents bag meaning they always have sun cream to hand. The re-usable head allows the user to measure the amount being used allowing them to apply the recommended amount of sun cream to their child..

APPLY

OPEN VALVE

MEASURE

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TO LINE

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THE SKIN CARE RANGE Body wash and after sun designs were quickly created to show how the EEZY brand could stretch and possibly develop new products in different market sectors.

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DEVELOPMENT

KEY OBJECTIVES Developing the core ideas from the first section of my final major project to final concepts.

TIME PLAN 13

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CJ HAND IN 14 MARCH

MAJOR PROJECT INTERIM BRAND DEVELOPMENT

IDEA DEVELOPMEN

IDEA DEVELOPMENT

SOFT MODELS

FILM & PHOTOGRAPH TIN HORSE UPDATE

BO UPD

CJ PART 1 READING WEEK

What really happened

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CAD INTERIM

IDEA SORTED

MODEL MAKING FILM & PHOTOGRAPH

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TIN HORSE UPDATE

BOOTS UPDATE

CJ PART 2

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CONCEPT 1 An idea generated directly because of answers given at a focus group as mums complained how sun cream is often bulky to carry around in their bag.

REFLECTION It would have been great to prototype this idea further and see how easy it was to use before the final model was produced.

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CONCEPT 2 An idea generated early in the project after receiving positive feedback from focus groups, this idea would be now taken forward.

REFLECTION In reflection I should have been more positive about the concept as all my research suggested this was the correct solution.

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CONCEPT 3 Through focus groups many parents said they prefer bottles as they can leave it in a beach bag and not worry to top it up.

REFLECTION I felt this concept could be easily implemented, after discussions I decided to drop the idea of the bottle being reused as left over sun cream could go off after 18 months.

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BATH SOAP & AFTER SUN Sketching ideas of other products that could be included in the EEZY range

REFLECTION Body was and after sun concepts were quickly sketched up, these concepts were not vital to the project and would be used to show how the EEZY brand can stretch.

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PERSONA Creating a persona of the EEZY target market.

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EEZY is a premium kids sun cream brand, a phrase I had often used during this project was “EEZY the Innocent of sun creams”. It then became important to understand the Innocent Drinks consumer and discover what other brands they were customers of.

TARGET MARKET FEEDBACK Holding small focus groups to discuss my designs and receive feedback on them from parents.

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After the success of an earlier focus group, I contacted parents who worked inside the university and arranged meetings to discuss my designs and receive their feedback on them from the point of view of a parent. Their thoughts were then written down on post it notes and stuck to the back of each concept board.

DESIGN ESSENCE Creating a design essence that would inspire the aesthetics of any EEZY product.

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It was important that the products in the EEZY range looked as one and had a similar design language. To help achieve this I created mood boards that visualised the words chosen for the design essence.

COLORFUL

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SOFT CURVES

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UNIQUE SHAPES

VOLUMES Creating various shapes to gain an understanding of the proportions needed to create the desired volumes for the products.

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Before I began developing forms for my final designs it was important to get the sizes correct. Many sun creams on the market come in 200ml bottles so I decided to stick with this, but I changed the everyday bottle to 250ml as it is a very different product to anything on the market.

MATERIALS-FOAM Researching into types of foam that could possibly be used on my final product

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I had totally over looked this section of my project. After talking to Simon Scott-Harden who has experience of working with different types of sponges he explained how using closed cell foam would be perfect for this idea, as they hold liquid very well.

POD SKETCH-DEVELOPMENT

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BOTTLE SKETCH-DEVELOPMENT

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BOTTLE SKETCH-DEVELOPMENT

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SACHET SKETCH-DEVELOPMENT

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SKETCH CAD Creating simple surfaces in Rhino to gain an understanding of the shapes I was trying to create when sketching.

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Even though is seemed to early in the design process to begin CAD this sketch CAD really helped me understand the surfaces I was sketching better. Which then helped me when creating foam models of the shapes.

MODEL MAKING Creating forming tools to help achieve the shapes desired

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When exploring the forms I was sketching I was finding it difficult to replicate these in 3D, to prevent this I made forming tools that replicated the curve sketched which resulted in creating the correct form.

FORM MODELS Various models were made exploring sizes and forms.

REFLECTION

In reflection if I had planned my time better it would have been useful to test these with the intended user group. But they gave me a good understanding of the surfaces when I began my CAD models.

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MECHANISMS Testing valves and pumps to understand if they would work for my design.

REFLECTION After discussing my design and use of sponge with Simon ScottHarden who has experience of working with non woven materials such as sponge he advised I explored how a pump mechanism could be incorporated into my design due to the viscosity of the sun cream being used it would not be possible for the sun cream to naturally wick through the sponge as originally thought.

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CONCLUSION

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WHAT I WOULD DO DIFFERENTLY It would have been better to consider materials and mechanism earlier in the development process as I spent a lot of time just exploring forms. Many of the models I made were rushed I should have taken more time and procured better 2D drawings to make them from.

GOING FORWARD

I need to develop the concepts in CAD and not make compromises when creating the forms in Solidworks.

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CAD DEVELOPMENT

KEY OBJECTIVES Taking my final designs into 3d CAD for rapid prototyping and adding manufacturing details

POD-CAD DEVELOPMENT Developing the Pod design once the size and scale was set in CAD.

REFLECTION It took more time than expected to achieve the form I desired in CAD, many iterations to the curves were made, there were also features I had not considered earlier which required more sketch work to find the solution.

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POD-CAD DEVELOPMENT Creating the final design for the pod on Solidworks.

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Even through my aim was to create a fun sun cream application experience what ever I designed had to be very practical. I decided not to cut the top part of the pod into a shape as prototyped earlier, as this would have made the surface area of the sponge too small, which would result in the application process taking a long time.

HOLIDAY-CAD DEVELOPMENT It was important that the bottles looked part of a range, many iterations were made to the curvature of the bottle.

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It took much longer than expected to get the form correct, as I wanted the cap and bottle to flow into each other.

EVERYDAY-CAD DEVELOPMENT Creating and developing the forms of my everyday bottle ready for the final prototype .

REFLECTION Once I began developing my design on CAD I began to see how the parts came together and a lot of development work was required to get the curves to flow into each other, and for the shapes to look balanced. In reflection I should have started my CAD earlier then used the drawings off it to make models, as many of the earlier models I created were not very accurate.

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Flat surfaces were added on the front and back of the bottle to allow for a label panel.

CONCLUSION

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WHAT I WOULD DO DIFFERENTLY I should have started my CAD earlier, as CAD is not my strongest skill I put it off as long as I could. But I quickly realised when creating my concepts on CAD there was a lot I had not considered in the design.

GOING FORWARD The CAD data now needs to be used for rapid prototyping for my final models, it is important that the parts are finished well so the models look like they have just come off a manufacturing line

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MAKING

KEY OBJECTIVES Taking the designs from concept to reality through a number of different techniques.

MILLING The Cad Data was transferred to the CNC milling machine, which milled out the moulds for the vac forming process.

REFLECTION By creating moulds that could be vac formed it allowed me to create accurate models with consistent surfacing, which would have been difficult to achieve making them by hand.

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VAC FORMING To make the models feel as realistic as possible vac forming was used as the process closely mirrors the blow moulding process that would be used in mass manufacture. Allowing the models to look and feel as if they had rolled off a production line.

REFLECTION The vac forming process is something I completed regularly whilst on placement the photos opposite illustrate the process I went through to complete a vac formed bottles with a perfect joint.

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3D PRINTING 3d printing the CAD models to create an accurate final model.

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3d printing the parts I created seemed the best option to achieve the accuracy and tolerances needed for the models to fit together and work. With the everyday pod having the logo embossed into it I outsourced the 3D printing to achieve greater detail on the logo.

Parts from this model needed to be reinforced by adding ribs as the first attempt warped due to the flat shape and ribs in the middle.

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3D PRINTING 3d printing the CAD models to create an accurate final model.

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The other parts with less detail were printed at university, these parts then required a lot of hand finishing to achieve a good surface finish.

Some parts did not fit together as I had not taken the tolerances into consideration when creating the CAD models.

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COLOUR MATERIAL FINISH Researching current trends, and also what colours are used on products for similar age ranges then developing a range of colours that can be used across the EEZY range.

REFLECTION I spent time in supermarkets looking at what stood out on the shelf and what colours gave a quality look and feel. When spaying parts I realised that some of my products were going to become too colourful so these parts were then sprayed white. In refection I should I produced more quick renders to get a better understanding of how the coloured parts look together before painting them.

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The bottle caps were re-sprayed white as they looked far to bright.

CAP VAC FORMING Outsourcing moulds to be turned so they could then be vac formed to create a cap for the on holiday bottle.

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As I wanted to achieve very high standard models for my final hand in, I was worried about creating a perfectly transparent cap for the on holiday bottle as outlined on my original design. I supplied drawings and received moulds turned from solid acrylic that allowed me to achieve a very high standard of forming

MECHANISMS Adding working mechanisms to the models so they could be interacted with.

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As the Vac forms and 3d printed parts were relatively strong, I decided to add mechanisms taken from other pump bottles to add a sense of realism to the models. The mechanisms did not fit as well as planned due to the tolerances on the 3d printer and parts needed to be sanded down.

SACHET DEVELOPMENT Testing and making sachets for the “on the go� design

REFLECTION This task gave me an understanding of size and scale I needed to create for my final model. Creating a sachet using a heat seal with a skirt section underneath this was difficult to work out and the end result was not very well made. Even though I have previous experience of making these whilst on placement, Tin Horse offered to make these for me as they have more experience of this prototyping technique.

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SACHET FILLING Once the artwork was supplied the finished sachets arrived ready to be filled and the caps added.

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Even though I had the sachets made for me, it was still difficult to heat seal the top with the cap in and some sachets were damaged.

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STRAP MANUFACTURE Using a vinyl cutter to make the strap out of 0.25 HIPS.

REFLECTION I feel this element could have been better explored. As using HIPS was not the best solution. This design would benefit from the top and bottom caps being moulded as one part to prevent the pod from feeling flimsy.

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The shape needed was very difficult to cut by hand

CONCLUSION

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WHAT I WOULD DO DIFFERENTLY I should have checked how the parts went together after the 1st round of sanding, as a lot of time was wasted sanding sides of parts you could not see once the models were put together.

GOING FORWARD I now need to create graphical artwork that fits with the models created and importantly there is no disconnect between the two.

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GRAPHICS

KEY OBJECTIVES Creating and developing the graphic panels and artwork for the bottles and nets..

LABEL PANEL Sketching and prototyping different sizes and shapes of label panel that could be used on the bottles produced.

REFLECTION This was a useful task as I could then scan in the favored design and begin creating the art work for each bottle. Confident that the label panel was the correct size and mirrored the curves used on the bottles.

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LOGO DEVELOPMENT Final refinements of the EEZY logo

REFLECTION I was never personally happy with the logo I had developed earlier in the project, and I felt the shapes in the logo did not match the forms I had created. I decided to strip it down and then let the bold rounded font become more noticeable as I felt this font matched the rounded shapes of my products.

SKIN CARE MADE EEZY!

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GRAPHIC PANEL Developing the graphics for the front of each of the bottles.

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It was extremely important to create graphics that would attract shopper’s attention. It was also important to make the shopping experience simple as many people through my research explained how finding the correct product was difficult. By using bold fonts and colour coding I tried to create a simpler shopping experience.

BOX DEVELOPMENT Developing and refining a box design for the everyday product to go inside when on the shelf in store.

REFLECTION With the everyday product being very different than anything on the market, it was extremely important that the consumer understood what it did and that the 2 products went together. I decided to incorporate the 2 products together and just leave the label panel visible. In reflection this box was something I overlooked for the majority of the project and due to the lead-time to get it ink-jet printed I feel I was restricted by time to explore other possible ideas.

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BOX DEVELOPMENT Developing and creating a net for the on the go sachets to be stored in on the shelf.

REFLECTION This net was relatively easer to create, as I could look at how similar nets were constructed. By creating a cut out I tried to allow the customer to see clearly what was inside the box, it also broke up its bulky shape. When I was designing the box I did not have the finished sachets so an estimated guess was made to what size the cut out should be. In refection I feel this element in the final design could have been considered more.

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CONCLUSION

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WHAT I WOULD DO DIFFERENTLY In reflection I should have planned more time to complete the graphics, as it was a very important part of the final design. I felt rushed to complete them and it would have been great to get feedback on the artwork from the target market.

GOING FORWARD It is important that the artwork created stays consistent across the different mediums it will be printed on and becomes easily recognisable as EEZY.

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REFLECTION

KEY OBJECTIVES Personal reflection on the project, along with collaborator feedback on my final solution and process.

PERSONAL REFLECTION This Project began with a clear goal of improving children’s sun cream in every-way possible . It became clear that the application experience is something dreaded by many parents and children. By working closely with key stakeholders I was able to gain valuable insights into the problem area from many different angles. This allowed me to tackle the problem from a very well informed mind-set as in the FMCG market it is fundamental that every stakeholder is considered.

Even through I discussed and received feedback from parents the design process could have been improved by carrying out more users testing with the target market and children. I believe this would have developed my ideas further. I also feel I could have worked harder to stay in touch with outside collaborators I contacted in my exploration as many failed to reply to my emails and I did not follow them up.

Overall I thoroughly enjoyed this challenging project and believe my designs really bring something new to a market that has seen little packaging innovation. On the market EEZY as a brand would need considerable financial backing to have a chance of being successful on the market. But personally I believe the brand values EEZY carries such as tone of voice and graphic style is something many sun cream manufactures could take on board, with little extra cost. In recent years many FMCG brands such as Innocent and Elle’s kitchen have changed the market place by adding fun to often dull products and creating desirable brands that parents are proud to own, which is something sun cream brands have failed to achieve.

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VALIDATION Thank you so much again for involving me in the development of your sunscreen application concept. As I mentioned previously, I think this an excellent idea which really has the potential to help overcome some of the current barriers associated with low sunscreen compliance in both adults and children. I really have enjoyed seeing the concept progress from our initial meeting and how you have dealt with the scientific issues I raised and incorporated these into the final prototypes. The prototypes themselves are visually pleasing and engaging (style, design, logo and written content etc) and as a dermatological scientist who has years of experience investigating the impact of sun exposure on skin, it is wonderful to see a new innovative approach to the solution of increasing sunscreen usage. The development of new applicators has not received much attention, particularly those aimed at children but these prototypes show the possible future products which could be in stores such as Boots. With scientific evidence now confirming that sunburn in childhood or adolescence increases a person’s chances of developing skin cancer, it is pertinent that new strategies such as the development of new applicators which encourage, engage and inform users (particularly children) of the risk of sunburn/sun damage receive more attention. I think ‘EEZY’, could be the first in a line of new applicator technology that can help educate and shape the way people use sunscreen, potentially increasing usage of the correct recommended amount amongst children and adult and reducing the risk of skin damage Dr Anne Oyewole, Research Associate, Newcastle University

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VALIDATION Whilst the pod may be considered to be a bit gimmicky, I can see this appealing very much to both my daughter, who is six and very much likes to have her own personal items to carry in her own bag. If there was a pink sparkly version of the pod then so much the better! I feel I could trust her to apply the cream herself using the stamp applicator without using / wasting too much cream, or making too much of a mess. I like the control that the applicator provides.

I also have a three year old son who hates having sun cream applied – but I could see scope for making application of the cream into a game using the stamp applicator. He is at an age where he is experimenting with independence and gains pleasure from doing things himself. I could envisage a letting him be responsible for applying the cream without too many issues! As a parent I think I may worry that the pod could easily be lost in the hands of small kids, so it would be important to be able to purchase spares at relatively low cost.

From a parents perspective I particularly like the fact that the product encourages children to use sun cream in an educational way – from the friendly, informative points on the packaging, to the guide on the recommended application amounts. I like that it’s clean. My favorite item is the on the go packs – I’m a big fan of this packaging having bought baby food in this form and like the fact that you could purchase a multipack and keep a number of packs in different bags, so you are never caught short when you are out and about. It’s a great way to transport the product without taking up too much space within your handbag! kelly Boden, Mum of 2

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VALIDATION Meeting with Sam at regular intervals throughout this project allowed an overview of the process undertaken. Sam chose an interesting topic and thoroughly assessed the market to identify the core areas for development, settling on the apparent gap of dedicated and relevant products for children. His thorough design research provided both a hierarchy of the key problem areas for his target market and a short to longterm view on possible innovations and market disruptors, which were then validated by a network of industry experts. The wide net thrown in his divergent exploration has enabled him to select from the most relevant ideas for development from a wide and varied pool. His approach to developing a brand and design language for his product range was particularly impressive, analysing the key design and communication factors in other FMCG children's products and transferring the most relevant ones across to EEZY. All in all, a very well rounded exploration and iterative design process have allowed Sam to produce a range of branded solutions, with a clear market relevance.

In terms of execution, Sam has been able to produce a number of products which appear feasible, viable and desirable whilst truly addressing a gap in the market with innovative solutions. If there were more time I know Sam had some further ideas on the periphery which were even more disruptive but has rightly chosen to dedicate time to the core range. The branding, design language and communications emphasise all that the products are about; simple, easy and fun. I also particularly like that Sam has explored how the brand can stretch, moving into children's body wash for example.

Overall, the range looks great and has a real stand-out on shelf and a clear appeal to the target audience. Great job!

Bradley Coulson Design Associate

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