A toothbrush for Mothers' Day because... I'd like the marketing?

May 22, 2017

Part of being a #designjunkie is you sometimes get gifts that make you (erm)… Pause. Truth be told, I'm pretty sure I grimaced uncomfortably searching recent memory for a time I must have shared funky-enough breath to earn a toothbrush as a gift. I mean you really have to be committed to wrap that up and hand it over with all sincerity.

 

And my husband was committed, for good reason. This is a beautiful toothbrush. It has a copper (finished) handle, after all! It is an example of impeccable industrial design, in my opinion. Even the holder has this fascinating strip on the back, that looks like your standard foam-sticker adhesive, but it works like a suction cup. On, off, on a different surface, off, on somewhere new: great! At first, I was a bit chagrin about attaching it to my vanity mirror until I discovered the newly freed up counter space. And the brush is so–dare I say–handsome, it becomes a welcome part of the view.

 

 

It’s a minimalistic design that also takes a thoughtful approach to ergonomics. The pulsing button is right where it should be for easy thumb access but no unintended triggering. I can’t say that for my top-selling, store-bought brush. There is also a timer built into the brush. It pauses every 30 seconds to let you know how you’re progressing and then gives you a big congratulatory pulse at the end of 2 minutes. “You’ve done well. You may stop now.”

 

For risk of sounding like an overblown Amazon review, I have to tell you that the design merits don’t stop at the product’s design. The quip team has followed through with beautiful collateral material, a sleek website and a (borrowed, but worthwhile) campaign strategy.

 

The cleanliness of their design is obviously a brand pillar, as it should be for a toothbrush company. Their bright white backdrops aren’t terribly subliminal messaging, but you can’t blame them there. They have simple two-stroke width illustrations that are informational and lovely. They have a serif and sans serif font they use in a predictable hierarchy; a very simple practice for good user experience, in my opinion. My nit here is they have a confused methodology with caps. Much of their content is all lowercase. Which is a cute gimmick I suppose, but hard to commit to, as becomes evident moving through the materials. They also have some color contrast issues that would make reading some of their calls-to-action tough for those with vision impairment.

 

But their photography is on-point. Their website has helpful–again informative–animation that avoids inducing nausea. And there is no doubt that their printed materials and their digital materials all came from the same team. There’s no break in the continuity of the brand, which seems obvious, but can be tough to achieve.

 

Lastly, I can’t help but mention again, the cleverness of their campaign design. When you buy a toothbrush, you also get automated delivery of replacement heads and toothpaste. And when the toothbrush first arrives, it comes complete with travel accessories. They’ve done everything necessary to make this the only toothbrush you’ll need for the next year (and on). So, for one full year, you won’t have to think about any of that. And on a regular basis you’ll get a fun, (non-bill!) package in the mail reminding you that A) it’s time to switch out your toothbrush head, and B) “man, this is such a cool company.” It’s the mini-endorphin rush that can make customers for life.

 

So, did I singe my husband’s nose hairs one night with stank onion breath, forcing him to search online for a toothbrush so cool I’d have to fall in love with it? Maybe. But either way, it worked. Well done quip. And well done, honey. Great find!

 

Happy (belated) Mothers’ Day to all of you fellow mamas and #designjunkies!

 

Thanks and happy creating.

 

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