UP & UP ORAL CARE REFRESH

2024 Oral Care Product Refresh for Target’s UP & UP Brand

Brand: Target / UP&UP
Launch: 2024

“Refreshing News: UP&UP is Expanding with New and Even *Better* Everyday Essentials”

The mass merchant is expanding the $3 billion brand’s assortment and is reformulating 40% of its products to meet higher quality standards, including Oral Care products such as manual toothbrushes, power toothbrushes, flossers, picks, whitening products and more.

Collection of electric toothbrushes and accessories, including toothbrush heads, floss, and a charging case in a minimalist design.

BRIEF

A collage of 25 diverse people, each smiling and posing against colorful backgrounds.

TARGET NEEDS A PARTNERSHIP IN DESIGN AND DEVELOPMENT

A collection of small plastic hypodermic needle covers in yellow, white, and blue colors scattered on a purple background.

REFRESH OF ENTIRE ORAL CARE PRODUCTS

PROCESS

  • Sketch of toothbrush designs and a small handheld cleaning tool, with notes on handle shape, brush head shape, and cleaning instructions.
  • Hand-drawn sketch comparing different toothbrush designs, illustrating parts, features, and mechanisms such as push/pull ball lock, screw on/off, flossing attachment, removal options, and magnetic base with notes and annotations.
  • Hand-drawn diagram showing the steps to attach a toothbrush head to a toothbrush handle.
  • Hand-drawn sketches of various toothbrush designs with notes on shape and features.
  • Sketch of various pill and capsule shapes with notes on design features, including a pill shape to a circle, thumb stop, and spoon-shaped cap, signed by Simon Leung.
  • Sketch of four different toothbrush designs on a white background
  • Black and white sketch of five different electric toothbrushes standing upright, each with varying handle designs, labeled 'Stand' and dated August 19, 2022.
  • Sketch of a toothbrush handle with notes about silicone grips, adjustable silicone strap, and suction cup base, including various toothbrush designs.
  • Sketch of various toothbrush designs, including replacement heads, with handwritten notes and the artist's signature.
  • Sketch drawing of a toothbrush case with different compartments showing toothbrushes, handles, and different parts. Handwritten notes describe the design details and parts.
  • Sketches and diagrams of a small rectangular case, with interior compartments and tools, including a mirror, toothbrush, floss, and extra parts, with some annotations.
  • Sketch of various toothbrush designs, highlighting features such as textured grip, ergonomic shape, and material usage, with notes comparing traditional and minimal materials.
  • Sketch of a dental water flosser with labeled components including removable floss head, adjustable handle, magnet holder, and detachable parts.
  • Line drawing of a dental floss kit with various dental tools inside a case, with a mirror on top.
Colorful closed cases for wireless earbuds arranged on a blue surface, in pastel shades of pink, green, blue, white, and peach.
Two electric toothbrush handles and two replacement brush heads on a light purple background.
A pastel green electric toothbrush with a textured light blue brush head and a light green stand on a beige background.
Four colorful toothbrushes built into retro-style drinking glasses against a pastel background.
Light blue travel dental hygiene set with toothbrush, floss, toothbrush holder, dental picks, and scissors in a matching case with mirror.
A pink robotic arm with a clamp attachment holding a pink ear model against a light pink background.
Four electric toothbrush heads with handles, two with brush heads attached and two without, arranged against a light blue background.
  • This is a digital display showing various electric toothbrush heads and toothbrushes in different colors and designs.
  • Computer screen displaying a CAD design of a toothbrush with color-coded components, measurements, and design features.
  • Computer screen displaying 3D CAD model of an adult manual toothbrush with dimensions in a CAD software.
  • A computer monitor displaying a 3D CAD model of an electronic device charger or power adapter, created with SOLIDWORKS software.
  • Computer monitor displaying a 3D CAD model of a rechargeable toothbrush in SOLIDWORKS software.
  • Computer monitor displaying a 3D CAD design of a mechanical component in CAD software.
  • A computer screen displaying a 3D model of a toothbrush.
Sketch of a replacement biopsy needle with detailed views of its design, including labels indicating soft form factor and continuous surface, with three different perspectives and annotations.

BUSINESS ASSESSMENT
Before receiving official project approval, the Target team requested that we envision new UP&UP Oral Care products with no specific directions provided. We began by creating concept sketches, which were later refined into 3D CAD drawings for enhanced 3D visualization.

A digital illustration of a light blue toothbrush and a green dental tool against a beige background.

EARLY CONCEPTS
Concept sketches were translated into 3D visualization for a review process.

Blue arrow pointing upward with the text 'up&up' underneath.

REVIEW BRIEF
Target approved the design works and began partnership to develop designs into manufacturable stages.

Computer screen displaying a 3D digital model of a beige toothbrush with brown bristles.

DESIGN PHASE 1
Swiftly translated the general guidelines and directions provided by Target's product team into 3D CAD designs. Renderings and prototypes were promptly generated for comprehensive reviews.

Computer monitor displaying technical design specifications for a toothbrush, including diagrams, material details, color options, and color codes.

DESIGN PHASE 2
Collaborated closely with engineers to ensure Design for Manufacturing considerations were integrated into the 3D models. Concurrently developed comprehensive CMF specifications and enhanced the quality of visuals for the final approval submission.

Five colorful toothbrushes with large, soft bristles on a white marble countertop.

PRE-PRODUCTION SAMPLE REVIEW
Multiple rounds of pre-production samples were meticulously crafted, refined, and subjected to rigorous manufacturing approvals before finalization.

  • Computer monitor displaying a color palette chart titled 'VIDA ADULT ORAL CARE PALETTE - 2024', with color swatches, color names, and associated Pantone codes, along with five colorful pens and images of diverse women on the left side.
  • Computer screen displaying a detailed technical drawing and specifications for adult disposable manual toothbrushes, including diagrams, color options, and material information.
  • Computer monitor displaying a technical design document for an adult disposable manual toothbrush, including color options and detailed specifications.
  • A computer monitor displays technical drawings and color charts for a toothbrush design, including detailed specifications and color options in blue, green, red, yellow, and purple.
  • Computer monitor displaying a design draft for kid's floss picks with illustrations, color options, and material details.
  • Computer monitor displaying a detailed design plan for kids' toothbrushes with illustrations, color options, and specifications.
  • Computer monitor displaying design schematics and renderings of a medical or dental hygiene device, including technical drawings, measurements, and color/material specifications.

RESULTS

  • $30M product lines were designed, developed, and shipped to Target stores in early 2024.

  • Various SKUs of manual toothbrushes for adults and kids.

  • Collaborated to create design concepts for power toothbrushes.

  • Toothbrush covers, flossers, picks, interdental brushes, and whitening products were also supported.

A variety of electric toothbrushes in different colors and styles arranged in a circle around a central blue square.
Four toothbrushes with different bristle arrangements and handle designs, positioned vertically against a white and black background.
Three electric toothbrushes with brushes of different sizes, showing front and side views.
Four colorful electric toothbrushes aligned vertically, each with textured handles featuring embossed heart and smiley face designs, in shades of pink, green, yellow, and purple.
Colorful kids' toothbrush set with four toothbrushes in red, yellow, blue, and purple, in playful packaging suitable for ages 4 to 8.
Package of dental picks with green handles and flexible rubber bristles, labeled for between teeth cleaning, containing 104 picks in a plastic case.
Multiple white and green nasal aspirators with attached brushes scattered on a light blue surface.
Two toothbrushes, one with blue and white bristles and the other with blue bristles, placed side by side on a white background.
A yellow dental tool with a handle made from recycled plastic, designed to help reduce plaque buildup and the risk of gingivitis.
Diagram of a minty floss toothpick with a fold-away toothpick feature designed to help remove trapped food.
Close-up of a toothbrush with toothpaste on it, set against a purple background.
A pack of ten colorful toothbrushes with soft bristles, arranged in a transparent plastic case with green backing. The packaging features blue text that reads 'Deep Clean' and indicates they are for color-changing, angled and flip handle for thorough cleaning.
Blue package of Between Teeth interdentinal brushes in mint flavor with 16 brushes inside, branded 'up & up', featuring a white toothbrush illustration with antibacterial bristles.
Diagram of a toothbrush highlighting features: extra soft bristles for gentle cleaning, angled end bristles to reach the back of the mouth, and an easy-to-hold handle suitable for small hands.
Package of up & up super soft dental picks with 100 count, in a travel case. The dental picks have flexible rubber bristles for removing food and plaque.
Multiple white microphone-shaped objects and small black plastic pieces scattered on a blue background.
Four colorful toothbrushes arranged side by side on a white background.
A row of ten green and blue toothbrushes arranged vertically on a white background.
Multiple white plastic surgical sutures on a blue background.
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