June 2011 | Case study on a private label design development using the example of the EURODONT Bionic toothbrush from 2012.

Private label design - Oral Care

Project task

‍M+CSchiffer is currently the largest European toothbrush manufacturer with a production output of around 1 million brushes per day. A new private label design was to be developed for Schiffer's customer Aldi-Nord under the Eurodont brand, which was to be positioned in the upper price segment.

Design process

‍Inthe analysis phase, the models of the competition were examined and the features of the desired design were presented in the form of mood boards. The ergonomic factors were examined using simple volume models and could thus be incorporated into the design.

In the creative phase, three formal directions were defined and evaluated. The final design was realized as a design model and subjected to further handling tests. Different head designs were also developed here, which were also examined with regard to cleaning properties.

In the final design development phase, precise geometries were created in 3D CAD and made available for toolmaking using the 2K injection molding process.

Design result

‍WILDDESIGNdeveloped a modern consumer goods design that ideally supported the desired positioning in the upmarket discounter range.

After the Bionic brush was successfully launched by Aldi Nord in around 2,500 stores in 2012, it also became an international success - the Bionic is also available in neighboring European countries France, Denmark, the Netherlands, Poland, the UK, Spain and Portugal. Sales figures have developed very positively since its launch, meaning that production capacity will probably need to be increased in the future.

The bristle variants and the associated cleaning performance were developed together with the Ormed Institute at the University of Witten/Herdecke. Here, the cleaning performance of the new model was tested and optimized using a 6-axis robot system before the start of series production.