oneCARE engaged Studio One Eleven to improve the design of its Downy Wrinkle Releaser 500ml and 1000ml package systems. To better understand the retail environments and merchandising constraints, we visited a range of mass merchant, grocery, and pharmacy retail outlets in the Chicago area. Our research gave us considerable insight into the user, context and quality of the product.
To gain further insight about how consumers understand and use the outgoing Downy Wrinkle Releaser product, we conducted several informal ethnographic studies. Continued complaints from users regarding the performance of the current trigger sprayer, prompted several trigger tests. We experimented by using a variety of different trigger sprayers to spray red ink onto tabloid sheets of paper. As a result, we were able to spec a trigger sprayer options that would provide optimum performance.
Studio One Eleven was able to unify the new bottle design with existing downy brand equities, including its shape and color. The new trigger sprayer improved the products performance and the user’s experience. Overall the package is distinctive, comfortable, easy to use and most importantly, brand centric.
