Crayola Squeeze & Squirt foaming body soap is a perfect example of the Studio’s value proposition as a turn-key source of packaging innovation… a PET package structure blown from a custom designed preform, wrapped in Studio-developed brand graphics, all sourced, warehoused and delivered in record time.
With little time to make their launch window, Shroeder & Tremayne (our customer, Crayola’s personal care licensee) asked Studio One Eleven to submit “fun” design concepts for a new foaming soap product for kids. The Studio probed for more detail: Who is the end user? How do we define play value for this target? What can we do to make bathtime a more enjoyable experience for parent and kids alike?
After working with the Shroeder & Tremayne team to formulate answers and poring over Crayola licensee documents page by page, the Studio generated hundreds of concepts across dozens of themes.
The frontrunner was a personified Crayola, a friendly character-based package structure complete with details such as gloved hands and laced shoes. To extend the Crayola metaphor even further, the Studio specified a new “squeeze foamer” closure that allows kids to squeeze the character (known as “Tip”) to actuate the dispenser allowing them to “draw” with the resulting foam. To complete the package, the Studio generated a shrink-compensated multi-SKU branding system complete with custom logotype and branding graphics for the new shrink sleeve label that it. Finally, via real-time 3D CADD manipulation and unit sampling the Studio worked with Berlin Global Soucing unit to empirically test different bottle and shrink materials, processes and gram weights.
The result is a package that’s fun to look at, fun to use, and a big hit with both parents and kids.
