Re1

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Re1

Renuzit Adjustable Cone Air Freshener

Henkel Renuzit is looking to defend their current shelf space at retail. Many brands are aggressively targeting consumer to replace their Renuzit Adjustable Cones. As the one of the major player in the marketplace, Renuzit needs to create clear differentiation at shelf, win with consumers to disrupt the competition and drive deep sales.

The project is to redesign the Renuzit Adjustable Cone Structure to defeat competitors at shelf and in home.

My role in this project included:

Success criteria identification
Brainstorming
Concept development & refinement
CAD modeling & rendering
Research material preparation
Leading concepts prototyping
Functional prototypes co-development
Color & finish recommendation and graphic implementation

Re2

Current Product Assessment

Renuzit is currently considered a brand of good value, variety of fragrance, and owning the executional equity of “Cone Shape”. The shape brings about manufacturing efficiency however, fails at shelf when competitors approaching.

We started the project with filling the knowledge gaps by store audit and talking to client to learn about the product function and manufacturing process.

Identify Success Criteria around 360 Degree Consumer Experience:

We identified the following key questions to address in the design:

How to create desire and shelf appeal?
How to get consumer excited about the choice?
How to make it fit into the consumer’s home deco?
How to create more flexibility of placement and usage?
How to make the activation easy and purposeful?
How to eliminate steps to increase manufacturing speed?
How to improve assembly to reduce rejects/ waste?

Re3

Understanding Our Users

The target users are 25-49 female experiential/ fragrance lovers who always looking for new and interesting ways to enhance her home. We created 5 Need Statement Pillars based on key user insights: Expression/ Identity; Just for Me; Excitement, Odor Control and Protection.

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Multi-Dimensional Design Metaphor

Design Metaphor development in the demension of shape & form, activation & interaction and use environment

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Brainstorming Ideas

Created framework and brainstormed Ideas around pushing the boundary of “Cone-like”

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Concept Creation and Testing

In this process, we created 6 concepts in 2D and CAD. These concepts went into focus groups took place in Chicago, summer 2011. Together with marketing colleagues, we tested the aesthetics, perception of interaction, placement at home, user's willingness to purchase and price target. As a result, 2 concepts came out as leading concepts for the next phase of development.

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Leading Concepts Prototyping

Worked with outside vendor to prototype the leading concepts while graphic design team developed shrink wraps for testing purpose. Two concepts went into quantitative testing and one was selected for final engineering development.

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Engineering Prototype Development

Through understanding clients manufacturing process and technical requirement, adjustment were made to:

Adjusted footprint & height to their current line
Evaluated plastic weight to meet under 32.6g requirement to reduce plastic cost
Added pole structure inside for lifting the top
Flatten the top area to adapt to top load logistics
Adjusted surface details to resolve conflict w/ mold pulling direction and eliminate undercut
Developed sealing lines that contains slight ramp surface to enable easy separation of the top and bottom

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Color & Material Recommendation

Tested different color and material options by rendering and getting samples made.

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Product Launch

Final product was launched in spring 2013. Now it's on the shelve of Target, Walmart and many other mainstream grocery stores.