Premium sensory teething toys made in the UK.
Background
THE LONG STORY
Squidge and Pip was founded by a need for British made baby teething toys using natural materials. The client had provided a good body of research and having had children herself she spoke from experience of purchasing existing products.
Initially the client approach Click ID with a series of napkin sketches and the mission of manufacturing teething toys in the UK from natural rubber based on limited competition for premium products in the market and the credibility and reassurance British manufactured products gave new mums.
From my initial meeting with the client I developed a solid understanding to write a brief and scope for the project. It centred around the product manufacture, the sensory features and ergonomics of the teething toys and finally the appeal to the market segment making the purchase.
RESEARCH
The existing market is cluttered with low quality products manufactured overseas and dominated by one high end product made in a specialist factory with bespoke tooling owned by the competitor brand.
Concept
BRAND AND IDENTITY
The initial sketches we had to work from lacked coherence. We knew from our research that faces were important in the design and from the point of sale, coherence and identity could help make the product stand out on the shop shelf against the market leader.
The sketches were developed into 3 distinct 2 dimensional characters initially based on a Cat, Dog and a Cow. It gave us a good starting point and plenty of scope for future characters and product ranges which would be important if the client was going to target retailers.
REFINEMENT
The character refinement was about balancing the detail of the character and thinking about the 3Dimensional aspects of the forms.
Keeping a distinct 2D form for use in marketing and packaging while resembling the 3D form enough. The 3D form needed enough detail and texture to stimulant.
Conclusion
ACTIVE USERS
We publicised the platform through the agency’s mailing list (600 engaged readers) of which 100 users signed up in the first month including active accounts from the brands below.
