M + C Schiffer is currently Europe's largest toothbrush manufacturer with a production line of about 1 million brushes per day. Schiffer’s customer Aldi Nord required a new private label design to be developed under the trademark Eurodont to be positioned in the upper price segment of the market.
In the analysis phase, the models of competition were studied to show the characteristics of the desired designs in the form of mood boards. The ergonomic factors were examined at hand and simple solid models were used to incorporate physical understanding into the design.
In the creative phase three formal directions were defined and evaluated. The final design was realised as a design model and subjected to further handling tests. Also various toothbrush head designs were developed and studied with respect to the cleaning properties.
In the final design development precise geometries in 3D CAD were generated and provided data for the tool and the 2K-injection procedures.
WILDDESIGN developed a modern consumer goods product that supported the desired positioning in the upscale discounter range ideally.
After the Bionic brush of Aldi Nord 2012 was successfully introduced in about 2500 stores, it was then also to international success - even in neighbouring European countries: France, Denmark, Netherlands, Poland, UK, Spain and Portugal. The sales figures have been developed since the introduction and are positive, so much that the production capacity in future needs to be expanded.
The bristle variations and the cleaning performance were developed jointly with the Ormed Institute at the University of Witten / Herdecke. Here, the new model was examined before the start of production using a 6 axis robot system to test the cleaning performance which was then optimized.