Clever design, ergonomic form and smarter function. These were the goals of agency QNY Creative (New York, NY) when helping develop a combination teether-toothbrush (teetherbrush) and its packaging for Ecare (New York, NY). The result is a design that directly integrates the product’s fun shape into the package.
Ecare worked with pediatric dentists in the U.S. to create the teetherbrush concept with different textures to soothe sensitive gums during teething and help clean babies’ teeth as they emerge. QNY expanded on that concept by researching different possible character options that would work well with the product’s form. The first two characters to be launched in the line are Bob the Fish and Sam the Fish.
A custom-molded PVC blister enables the product to become a 3-D part of the colorful fish graphic printed on the cardboard backer. The PVC also uses ridges, bumps and grooves that mimic those of the teetherbrush to encourage shoppers to remove the package from its peg and interact with it—but it keeps the product hygienic by preventing direct touch at retail.
“If you run your finger along the plastic, you can imagine the soft silicone having the same bumps and ridges,” says QNY brand strategist Anna Urban.
Outlined text immediately above the fish describes the product, and a recommended age call-out lets parents know immediately whether the product is a good fit for their child.