Socially Responsible Packaging: Aqua Toothpaste

7/28/2019 Socially Responsible Packaging: Aqua Toothpaste

1/51

1

Socially

ResponsiblePackagingimproving oral hygiene

vividl

ifestyle


2/51

2

vivid lifestyle


3/51

3

vividl

ifes

tyle


4/51

4

vividl

ifestyle

vivid lifestyle

ContentsPage

As per the World Health

AspertheWorldHealthOrganization(WHO):

6090%ofschoolchildrenandnearly100%ofadultshavedentalcavities

Severegumdisease,whichmayresultintoothloss,isfoundin1520%of

middle-a ed 35-44 ears adults

Definingthesocialissue 2

Designspecifications 6

Researchintoexistingproducts 11

Criteriaforagooddesign 15

Designideas 17

Productdevelopment 20

Finaldesign 28Renderings 30

Branding 35

Modesofuse 38

Shippinginfo 40

Technicaldrawings 42

Completedconcept 44


5/51

5

SocialIssue:

PoorOral

Hygiene

Poororalhygieneisacontributingcauseoforaldiseasessuchasgingivitis,toothdecay,

toothacheandoralcancer.

,Doyoubrushyourteethregularly?,

28.7%

ofAmericanswhobrushtheirteethafterameal

-WHOGlobalOralHealthProgram(ORH )

20.5%


6/51

6

Thesimplestmeasuretoimproveoralhygieneisbrushingtheteethonaregularbasiswith

toothpaste.Toothpastecontainsfluoridewhich

activelyprotectsteeth.

,Howaccessibleistoothpaste?,

MoreEconomicallyDevelopedCountries-ACCESSIBLE

LessEconomicallyDevelopedCountries-LESSACCESSIBLE


7/51

7

Accessibility

Vs.Frequency

ofToothpasteUse

InMEDCs

InLEDCs

Lowaccessibilitydue

to:-Lowaffordability-Poorproductdistribution

-Lackofknowledgeon

importanceoforal

healthcare

Highaccessibilitydue

to:-Affordability-Goodproductdistribution

-Understandingof

importanceoforal

healthcare

HighFrequency LowFrequency


8/51

8

Inequalitiesinfrequencyoftoothpasteusearoundthe

globecanbesolvedthrough

redesigningthetoothpaste

package.

Byincreasingthefrequency

thatwebrushourteeth,we

canimproveouroral

hygiene.

Solutionto

Social

Issue?


9/51

9

Redesign

Specifications

Belowisalistofcriteria,whichwouldbenefittheredesign

ofthetoothpastetube(dividedintoLEDC&MEDC):

LessEconomicallyDevelopedCountries

Thehighcostsassociatedwithmaintaininghealthmakesit

difficultforthelowerclasstokeepahabitofbrushingthe

teeth(socio-economicfactors).

-Reducingthecostoftoothpastecanmakeitmore

affordable,thusaccessible.Thiscanbedonethrough

examiningthemanufacturingprocess,andthematerials

thatmakeuptheproduct.

-Improvingproductdistribution:redesigningthetubefor

transportefficiencycanreducedistributioncostsaswell

ascarbonfootprint.

Thusmakingtoothpastemoreaccessibletovarioussocial

spheresofsociety.


10/51

10

Redesign

Specifications

Belowisalistofcriteria,whichwouldbenefittheredesign

ofthetoothpastetube(dividedintoLEDC&MEDC):

MoreEconomicallyDevelopedCountries

UnlikeLEDCs,MEDCsdonotfaceissueswithaffordability.

Theyarealreadyfrequentusersoftoothpaste,sohowcan

oneincreasethefrequencythatindividualsfromMEDCs

brushtheirteeth?

-Byimprovingtheexperienceofusingtoothpaste,onehas

moreincentivetobrushtheteeth.Redesigningthe

toothpastetubetomaketheexperiencemoreseamlessis

essential.Itisessentialbrushingtheteethisadailyhabit,

andhabitsareveryhardtochangethroughdesign.

-Byreducingwastageoftoothpaste,onecanextendtheproductlifecycleofthetoothpastetube.Thisgivesthe

useranappreciationoftheproductsvalueformoney

becausetheuserwillmakeuseofalltheproducts

contents.


11/51

11

Research

Priorities

Beforeattemptingtoredesigntheexistingtoothpastetube,itis

importanttodosomeresearchintothesocialissueandthe

existingproductsinthemarket.Belowisachart,whichdemonstratestheresearchprioritiesandtheinformationone

shouldbelookingfor:

ProvingtheRelevanceofthe

Problem

ResearchAnalysis:A7ributelis9ngof

theexis9ng

toothpasteproducts.

Interview:Primary

datathatwillrevealtheuser

opinionofoneindividual.

Survey:secondary

datarevealingmorethanone

useropinion,andvisualizingdata

usinggraphs


12/51

12

Interview

withan

African

BelowisanextractfromtheinterviewtranscriptwithAmobi

Ewuzie.Mr.Ewuzie(nowlivinginSydney,Australia)hasspent

mostofhislifeinNigeria,Africa,andcouldshedlightonexistinglevelsoforalcareandoralhygieneinNigeriaspecifically:

AmobiEwuzie

Question:Describewhatyouknowofthe

currentlevelsofaccesstooralhealthcarein

Nigeria?

Interviewee:Accesstooralhealthcare,

specificallydentistsexistmainlyinthecities.

Ruralareastendtosufferfrombeingfaraway

fromsuchfacilities.Mostindividualslivingin

ruralareasalsosufferfrompoororalhealth.

Question:Caneveryoneaffordtoothpaste?

Interviewee:UnfortunatelynotallNigerianscanafford

toothpaste.Forthisreasonmostindividualshavestucktothe

traditionalmethodofusingatwigfromatreetobrushtheirteeth.Thismethodisfreebutdoesnotprovidethesameprotectionfor

theteethliketoothpaste.Ewuzie,Amobi.Personalinterview.2Apr.2013.


13/51

13

usesfluoride

toothpaste

andtoothbrush

InMEDCs

InLEDCs

usestwigfrom

tree(alsoknow

asmiswak


14/51

14

Existing

Products

Throughattributelistingwecanevaluatetheexistingproductsin

themarketanddeterminehowtheycanbenefitfromredesign.

Thistraditionaldesign

datesbacktothe18th

century.Todaysthese

tubesaremadefrom

3materials:

aluminum,plasticand

glue

Positives

-Thistraditionaldesigncomesinaboxwhich

ensuresthatthealuminumpackageisnot

damagedduringtransport.

squeezedtoothpastetube

Negatives

-Theboxpackagecansometimesbedifficultto

open.

-Thealuminumpackagechangesshapeafteruse,

whichmakesitlookaestheticallyunappealing.

Stresscausethepackagetocrackandleak

-Theflipcapisoftenhardtoopenand

susceptibletosnappingafterrepeatedopeningofthetube.

-Thesecondarypackagingaddstomanufacturing

costs,whicharethenpassedontotheconsumer.


15/51

15

ExistingProducts

Thistoothpaste

tubeisastand-

aloneproductasitdoesnot

requireand

secondary

packagingsuch

asabox.

Positives

-Madefromplasticlaminate,whichisanalternativetoaluminum.Plastic

laminateiseasiertosqueezethecontentsoutof.Thisimprovesthe

experienceofusingtheproduct

-Plasticlaminateisalightermaterialandreducestubeweight.

-Plasticlaminatesmaterialpropertiesmeansitreturnstoshapeafterbeing

squeezed.

-Thetubecanstandonitscapwhenplacedonthesink/inacabinet,reducing

thesurfaceareathatittakesup.Thisalsoallowstubecontentstoslowly

draindownassuringtheuserofahealthyflowoftoothpasteeverytimethe

tubeissqueezed.

-Screwonplasticcapprotectscontentsfromcontactwithexternalconditions.


16/51

16

ExistingProducts

Positives

-Thisproductismadefromcardboard.Likeplasticlaminate,itcanbeflattenedtosqueezeoutallcontents.

-Itisastand-alonepackageanddoesnotrequireanysecondarypackaging.Thetriangularshapeallowsforthe

producttobestackedwithotherproducts.Thisisgoodfortransportefficiencyandreducingtransportcosts.

-Oncethepackageisflattened,itisalsoreadyforrecycling.

Negatives-Thisnewshaperequiresawholenewmanufacturingprocessthatisdifferenttomanufacturingprocessesthat

alreadyexistforaluminumandplasticlaminatetoothpastetubes.

-Thedevicecannotstandonitsownlikethepreviousone.Thismeansthatwhenplacedonthebathroom

counter,thisproducttakesupalargersurfacearea.

ThisisSavePaste.Itisa

radicalapproachthat

ensuresalltoothpasteis

used.Itcanalsobestackedforshipping.


17/51

17

Difficulttosqueezeoutcontentswhenthetubeis

nearlyfinished

Aluminumtubeis

tentativetocrackingand

leakingaftertime

Secondaypackaingisnot

required.Thesecondary

packagecansometimesbe

hardtoopen

Hardtoopentop


18/51

18

WhatMakes

aSuccessful

Package?

Basedonfindingsfromresearch,theredesignmustmeetthefollowingcriteriatoappropriately

addresstheproblemofthetargetmarket:

ForMEDCs,themainobjectiveistoredesignthetubetomaketheexperienceofbrushingtheteeth

moreseamless.Thismayresultinanincreaseduseoftoothpaste.

ForLEDCs,themainobjectiveistoreducethecostofthetoothpastetubesothatitismoreaffordable.

TheOveralloutcomeisanincreaseinfrequencythatonebrushestheteeth,whichthereforewould

leadtoimprovedoralhygieneinthelongrun.

.

DesignSpecifications:

ErgonomicallySound Designingthetubetostandonitscapimprovesitsergonomics.Notonlywilltheproducttakeupless

surfacearea,butthecontentswillslowlydraintothebottomofthetube.Thisensuresahealthyflow

oftoothpastewhentheuserpicksupthetube.

Dematerialization Reducingthequantityofmaterialsthattheproductismadeof(dematerialization)canreduce

manufacturingcosts.Theselowercostscanbepassedontoconsumers.Thiswouldbeverybeneficial

forLEDCs.

Anthropometrics Howwelldoesthetubefitinthehand?Itshouldbetherightsizesothatitiscomfortabletoholdand

easytosqueezethecontentsoutof.

MaterialChoice Eitherplasticlaminateoraluminum.Plasticlaminateseemsmoresuitablebecauseitreturnstoshape

afteruse,howeverthiscanbeinvestigatedfurther.Lowimpactmaterialsthatstillprotectthecontents

shouldbeconsidered.

Physio-pleasure Theshapeandsizeofthetubeshouldmakeitcomfortabletoholdinthehand.

WastePrevention Toimprovetheproductsvalueformoneyandextenditslifecyclethetubeshouldbedesignedsothat

allitscontentscanberemovedbeforedisposal.AnexampleofthisisSavePaste.


19/51

19

Continued:

ContentProtection Thecontentsofthetubeshouldbeprotectedfromexternalconditionsbothduringtransportanduse.Simplemeasuressuchaschangingthedesignofthecapcanimpactsuchfactors.

Affordance Considerthesizeofthetoothpastetube,specificallyitscapandhowchangingthesizecanimpacthow

easyitistoremovethecapofthetube.

Effective

Communicationof

Product

Thedesignoftheproductshouldeffectivelycommunicatewhattheproductis.Clearlabelingthatalso

showshowtheproductistobeusedisabonus.Notonlydoesitmaketheproductmoreaesthetically

appealing,butalsoimproveitsaffordance.

LowerCarbon-

Footprint

Selectivematerialchoiceandappropriatedesigncanworktoreducethecarbonfootprintcreated

throughoutthelifecycleofthisproduct.

QualityandDurability Longerlastingproductsthatfunctionbetterwillbereplacedlessfrequently.Thishelpstoreducethe

impactsofproducingreplacements.

Designfor

Recyclability

Itisworthconsideringhowextensivelyaproductcanberecycledtodeterminehowextensivelya

productwillrequireresourcesfromourfiniteenvironmenttobeproduced.

Cost ReducingthecostoftheproductisabonusforLEDCswhereaffordabilityisoneofthemainissuesthat

havereducedaccesstotoothpaste.

Theproductshouldbedesignedtomeettheabovespecifications.

DesignObjectivesSummarized:

1. ReduceCosts(toimproveaccessibilityforindividuals,speciallyinLEDCs)

2. ImproveProduct-UserExperience(toimprovefrequencyofuseofproductbyindividuals,especiallyin


20/51

20

ConceptSketches

Tubulardesignisbest

forallowingthe

contentstodraintothe

bottomoftube.

Tubulardesigncanu

existingmanufacturi

processsuchas

injectionmouldinga

compressionmouldi

tomanufacturetube

Plastictopwith

hangershapeso

canbehungin

store.

Roundedbaseallowsfortubeto

standonitscap,reducingsurface

areathattheproducttakesup.

Maybethetubecanbe

torntoaccesswhats

inside.


21/51

21

Concept

Sketches

PossibleMaterials:

-PlasticLaminatefortubing-Aluminumfortubing

-Polypropylenefortop

hangingcomponent

-Polyethyleneforscrew-on

cap

Thetubecanbehungfromitspropylenetop.Thisremovestherequirement

forasecondarypackaging;dematerialization.Aroundedhangerisappropriate

asitassurestheproductiscenteredwhenhung.


22/51

22

Typesof

CapsType Notes

1.ConicalCap

(left)andStand

UpCap(right)

-Largercaphasbetteraffordancethan

smallercap.

-Capsareinterchangeablewithother

tubes.

-Flatbaseallowsfortubetostandon

cap.

-Contentscannotberemoveduntil

capisunscrewed.

2.FlipTopCap -Easiertoopen,howeverprevents

tubefromstandingonitscap.

-Repeatedusecancausestresstothe

hinge,whichcanresultinthecap

beingdamaged.

-Iftubeissqueezedduringtransport,

contentswillbespilledifcapflips

openunderpressure.

1

2

Whytheroundedscrew-oncap?


23/51

23

Product

Development

Organic,roundedshapeadds

tophysio-pleasureasitis

morecomfortabletoholdin

thehand.


24/51

24

CostCutting

Factors

Thetoothpastetubeisdesignedto

standonitsown.Forthisreason,it

doesnotrequireasecondarybox.

Thisisagreatadvantageinthatit

reducesmanufacturingcostsby

eliminatingapackage.Furthermore,

theoverallvolumeoftheproductasa

wholeisreduced,andthisshallbe

beneficialduringtransportasweshall

see.

Theeliminationofthesecondarypackageraisesquestions

abouthowtheproductwouldbedisplayedontheshelf:

Nevertheless,thehangingcomponentonthetopallowsforthe

producttobehungontheshelvingrack.Alternatively,itcan

alsobemadetostandonitscaps.Thisshowshoweliminatingthesecondarypackagedoesnotnecessarilymaketheproduct

lesspractical.Additionally,theplasticlaminatematerialthat

theproductismadefromallowsforthetubetoreturnto

shapeafterbeingunderthepressure,suggestingthataboxis

neitherrequiredfortransport.


25/51

25

ProtectingTube

Contents/

TamperEvidenceHeatShrinkCapSeals aretobeusedtosealthe

toothpastetube.Thiswillpreventthetubefrom

openingduringtransport.

Shouldasealberemoved,thisisevidenceoftheproducthavingbeentamperedwith;anindication

forthebuyernotthebuytheitem.

Tamperindicatingissimplyacodeofpracticethat

isrequiredforallproducts.


26/51

26

CostCutting

Factors

WastagePrevention

Quiteoften,toothpastetubesarethrown

awaywithoutthecompletecontent

beingused.

Thetopoftheplasticlaminateis

perforatedsothattheusercantearthe

tubebypullingthesidesapart(in

oppositedirection).Thisallowstheuser

toaccesswhatisremainingofthetube

contents,thuspreventingwaste.

Toothpastetubecontentscanbe

scoopedoutusing

atoothbrushonce

thetubehasbeen

tornapart.

Theabovefeatureextendstheusagephaseoftheproductlifecycleasmoreofthetubescontentscanbeconsumed.

Longerlastingproductsthatfunctionbetterwillbereplacedlessfrequently.Thisworkstoreducetheimpactsof

producingreplacements,makingthisproductlessdemandingofourenvironmentsresources.

Italsoimprovestheproductsvalueformoneyastheuserwillbegettingmoreoutoftheproductthanbefore.Thisistied

inwithcostcuttingfactors.


27/51

27

ProductSizeand

Volume

1 2 3

Bothnumber1and3areunsuitablesizes.Theyarebothtopheavyandthebaseisnotlargeenoughfortheproducttostandonitsown.Design2howeverisasuitablesize.Thelargebaseassures

stabilitywhenstanding.Theslimshapeofdesign2isappropriatebecausethepalmcanconform

aroundthisshapetomakesqueezingthetubeeasier.Thebelowmodelsareevidenceofhaving

testedhowproductsizeimpactshowtheproductstands.

TubeVolume

Althoughtoothpastetubescomeinvaryingsizes,thelargesttoothpaste

contentvolumeis6.5ozor180grams.

Theproductwilldesignedtoholdthis

amount.


28/51

28

Product

Anthropometry

Isthetubecomfortabletohold?

Bylookingathandanthropometry,specificallythe hand

length(baseofhandwristcreasetotopofmiddlefinger),

wecandeterminewhattheappropriatecircumferenceof

thetoothpastetube(atitsbase)shouldbe.

Diameter

Basedontheabovedata,thesmallesthandlengthis

159mm.Therefore;thecircumferenceofthebottomofthe

tubeshouldnotexceed159mm.

Shouldthediameterbelessthan50mm,theabove

circumferencewillnotbeexceeded.Thiswillassurethatall

kindsofuserscanwraptheirpalmsaroundthetubeto

squeezeitcomfortablyasdisplayedintheimagetotheright


29/51

29

Product

Development


30/51

30

ProductDevelopment


31/51

31

FinalDesign


32/51

32

EvaluatingTheDesign

Thenewproductpackagesolvestheissueofpoororalhygieneby:

-ReducingCosts-Eliminatingthesecondarypackagereducesmanufacturingcoststhroughdematerialization.

-Thenewshape/packagecanbetransportedingreaterquantitiesthanthe

existingtoothpastepackages(usessecondaryboxpackage).

-Wastagecanbereducedbytearingthetopofthetubetoaccesstheinside

withatoothbrush.

-Reducingthecostoftheproductwillmakeitmoreaffordable.

-Plasticlaminateislighterthanaluminumandthereforecheapertotransport.

-ImprovingtheProduct-UserExperience

-Roundedshapeconformstothepalmoftheuserandismorecomfortable

tohold.

-Plasticlaminatereturnstoshapeafterbeingsqueezedandthisprevents

crackingandleakingofthetube.

-Largecaphasgreateraffordanceandiseasiertotwistopen.Italsoprotectsthecontentsduringtransport.

-Tubecanstandonitsbasesoittakeuplesssurfaceareainthebathroom

whilstalsoallowingcontentstodraintothebottomoftubesothatthereis

ahealthyflowoftoothpastewhentheusersqueezesthetubetobrush

his/herteeth.


33/51

33

Brand

Design


34/51

34

Concept

Renderings


35/51

35

Concept

Renderings


36/51

36

Concept

Renderings


37/51

37

Concept

Renderings


38/51

38

Product

Labeling

Back

Front

FrontSide

-Brandname

-Product(DentalGel)

-Size/weight-Lineshowingperforationfor

tearincludingscissorsymbol

BackSide

-Drugfacts

-Brandname

-Barcode

-Graphic instructions on howtoteartopoftubetoreduce

wastage.

-Recyclabilitysymbol


39/51

39

Materials&Manufacturing

Process

PlasticLaminate(Plasticbarrierlaminate)

-Plastic laminate is the material that makes the greater

proportion of this package (the tube itself). The inside of thelaminatehasaplasticbarrier.Thishasbeenchosenasopposed

to an aluminum barrier laminate as it is easier to break down

plasticonitsownthanplasticcombinedwithaluminum(forthe

purposeofrecycling).

-Plastic laminate also has high flexibility and will not crack and

leakunderstresslikestandardaluminumtoothpastetubes.

-Itprovidesagas,moistureandaromabarrier.

-Plasticlaminatescanbemass-producedandprintedon.

Polyethylene

-Polyethylene is used to make the cap of the toothpaste tube.

Polyethylene capscan bemass-producedto reduce costsin the

longrun.Furthermore,theyarefullyrecyclable.Thismaterialis

alreadybeingusedinbottlecapsandworksappropriately.

Layersofplastic

laminate


40/51

40

Materials&

Manufacturing

Process

Themanufacturingprocessfor plasticlaminatetubescanbe dividedinto 7

stages:

BlownFilmPolymergranulesareextrudedandthenblowntomakeafilm.Thethickness

ofthesefilmswilldependonthenumberoflayers.

Lamination

Theplasticbarrierislaminatedtothefilmusingextrudedpolyethyleneas

thebond.Variousfilmsarelaminatedtogether.

Slitting

Therollsoflaminatearetakentotheslittingmachinetocutthelaminatedintosize.Thesizewillvarydependingonthesizeofthetube.

Printing

Thelaminatesarethenprintedonwiththedesiredproductlabel.

InjectionMolding

Injectionmoldingisusedtomakecustomizedcapsandclosuresforthetube

inlargequantities.

TubingCompressionmoldingisusedtosealtheplasticlaminatesleevestogetherto

formthecompletedtubereadyforfilling.InthedesignoftheAqua

Toothpaste,thesleevesaresealedalongwiththepolypropylenehanging

component.

Perforation

Thelaststepbeforefillingistoperforatethetoppartofthetubeforthe

purposeoftearingasdemonstratedinthedesign.


41/51

41

Modesofuseforwastageprevention

1 3

2 4


42/51

42

RegularUse


43/51

43

Shipping

Information

-Widthx180mm

-Lengthx350mm

-Heightx75mm

-12unitsperbox

-AustralianPalletSize=1165mmx1165mm

-15boxesperlevelby7

rowshigh

-105boxesperpallet

-1260tubesperpallet


44/51

44

Transport

Efficiency

Byeliminatingthesecondary

packaging,theoverallvolumeof

eachtoothpastetubeislessthan

thatofexistingtoothpastetubes.

Thismeansthatmoreunitscan

bestoredonapallet.By

increasingthequantitythatcan

betransportedatasingletime,

thisdesignimprovestransport

efficiency.Thecarbonfootprintoftransportingtheproductis

lowered.

X12


45/51

45

Technical

Drawings A

A SECTION

A-A


46/51

46

Technical

Drawin s


47/51

47

Appearance

Model


48/51

48

Appearance

Model


49/51

49

Appearance

Model


50/51

50

Appearance

Model


51/51

51

Appearance

Model

Date post:	03-Apr-2018
Category:	Documents
Upload:	kazimkhimji
View:	222 times
Download:	0 times

Socially Responsible Packaging: Aqua Toothpaste

Documents