Nature Made

An unsolicited packaging redesign for a popular product that centralizes accessibility

Team: Solo project

Timeline: One week

Tools: Abobe Illustrator

Problem

The packaging is difficult to open due to the flip top cap design that requires finger nails to pop open. The flip top is wide mouth and prevents proper metering while causing easy spilling. Although the demographic is shifting, most of their consumer base is 60+ and often has lower dexterity than other demographics, making this product inaccessible to the consumer.

Research

Demographics

Studies have shown that 95% of the US population can't meet the proper amount of nutrient consumption just based on their diet alone and instead have turned to supplements to aide their deficiencies. The dietary supplement industry is quickly growing with 59 million Americans spending money on supplements, here's who's buying them:

Target Market

I created a persona to identify the consumer I am designing for and step into their shoes.

Solution

Restructure the cap design for easier yet still secure access to the product. To do so I followed the ABC Model of Innovation.

Analogous Thinking

Rotating spice caps that I have at home have always come In handy when it comes to portion control. As you twist the cap, the top part moves to different sized holes that best fit your needs. Having an opening In the shape of the pill inside allows for one to exit at a time instead of multiple, preventing spills of multiple pills at once that create a larger hassle.

Tic tac containers have a perfect pill shaped opening that makes it easy for the consumer to control the portion of tic tacs exiting the packaging.

Biomimicry

Nature Made's cap is made of a shiny smooth plastic that makes gripping difficult. Many people have hands that often sweat even if only slightly, a little bit of moisture can cause the surface to become slippery and impair opening functions. Polar bears have pads on their paws made up of microscopic bumps called papillae that prevent them from slipping on ice. Utilizing similar bumps on the twist function of the cap would increase grip and usability.

Connect and Develop

Supplements aren't the only thing that come in a pill form, so do most medications that are either over the counter or prescribed. Collaborating with the pharmaceutical industry on accessible packaging could mean bridging the gap between chemical and natural paths of medication and giving verification to the supplement industry.

Mockup

After researching I created a 3D rendering of a possible cap solution. The bumpy rim would be composed of silicone for its slip resisting properties. It would be on the rim that the user would grab onto to twist to open up the pill shaped hole where the product will dispense from.

Closed

Open

References

Flynn, J. (2023, March 21). 25 fascinating supplements industry statistics [2023]: Data + trends. Zippia. Retrieved May 7,2023, from https://www.zippia.com/advice/supplements-industry-statistics/

Gill, L. (2023, January 3). Nature made alters its marketing message to target younger con... Inside. Retrieved May 7, 2023,from https://inside.com/marketing/posts/nature-made-alters-its-marketing-message-to-target-younger-consumers-339759

Mikulic, M. (2022, February 15). Adults in the U.S. taking dietary supplements by income 2020. Statista. Retrieved May 7,2023, from https://www.statista.com/statistics/1180263/dietary-supplement-usage-us-adults-by-household-income/

Phoenix, S. (2023, February 25). Vitamin and Supplement Industry Statistics 2023: Surprising Facts & Data. Great Green Wall.Retrieved May 7, 2023, from https://www.greatgreenwall.org/supplements/vitamin-and-supplement-industry-statistics/

Taylor Toomey | February 28, 2022. (2022, March 2). Why supplements are growing in popularity. Sona Pharmacy + Clinic.Retrieved May 7, 2023, from https://sonapharmacy.com/why-supplements-are-growing-in popularity/#:~:text=People%20are%20becoming%20more%20health%2Dconscious&text=Studies%20show%20that%20almost%2095,and%20better%20prioritize%20their%20health.

Team, A. N. (n.d.). Taller bumps increase grip - biological strategy. AskNature. Retrieved May 7, 2023, fromhttps://asknature.org/strategy/taller-bumps-increase-grip/