An obvious way to break out, Croft writes, is to opt for an inverted package with no flat base. Part of the problem with bathroom products is the lack of storage space in the shower area. The idea of clipping the bottle to the wall in between uses, or using the package as a dispenser, has definite advantages.
Swerve’s concept (as depicted in the illustration) uses a sleek, sculptural form to provide a platform for a shower gel product for men. The sculptural shape is suspended on a cradle that can be adhered to the bathroom wall. The cradle features a “limpet clamp” designed to appeal to the gadget-orientated male. The idea is similar to the clamp used for satellite navigation systems in automobiles.
With this new level of functionality, the design is immediately transported to the role of dispenser/appliance, and the “dumbbell”-shaped ergonomics provides a nonslip-grip area and an ownable aesthetic feature. The cradle provides the ability to move “goop-in-a-bottle” products up to a convenient height and eliminate messy rings and cluttered bath space. Additionally, the system encourages repeat purchases and consumer buy-in to a system of personal-care packages that share the same revolutionary underpinnings.
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