In 1780, in the early days of the British Industrial Revolution, William Addis, unable to bear the way of wiping his teeth with cloth dipped in coal ash, drilled holes in a small animal bone and put bristles on it, which were fixed with glue, thus inventing the first modern toothbrush. After that, with the rapid establishment of factories and mass production by the wave of industrialization, brushing teeth became a national habit, and Addis became the historically recognized "father of modern toothbrushes".

After years of development, electric toothbrushes have become an emerging market in the care industry. In 2021, the Edith brand and domestic manufacturer Bette jointly developed a new electric toothbrush as the brand's new exploration in the field of protection. With the help of Edith's brand heritage and innovative ideas to create a more comfortable and user-friendly high-end electric toothbrush. TOALL convex and concave design makes a deep exploration in the field of electric toothbrush, has insight into the usage habits and consumption patterns of people, deeply excavates the brand background, and creates more innovative products with tonality for Edith.

At the beginning of the project, convex and concave choose the target brand on the market from the functional configuration, fuselage control and other different dimensions of online research, to explore the law. Based on the research of the competition, the team has defined the function of the product. Shape ratio: the most direct impact on product modeling semantics and use experience, and product structure is also related to a certain extent. The convex and concave team conducted research in three directions: shape ratio, packaging accessories and CMF, and analyzed and summarized the appearance orientation of products on the market.

According to the story of Edith's invention of the world's first toothbrush as a brand in a British prison, it exhibits cultural styles such as British rock, gentleman culture, pop art, and Victorian style. It studies the products of different brands and draws their similarities. It takes the rounded curve as the core and combines different design languages to show different product styles. The product definition is expanded from six different aspects of appearance, process, material, configuration, control and function, and the price range of the two products is accurately positioned according to the consumption trend of the flagship model and the couple model.

In order to make the brand image of Addis more vivid and clear, we have designed different packaging for couples and flagship toothbrushes. These packages not only meet the different market positioning of the two products, but also meet the aesthetic needs of different groups of people. Whether it is young couples who want to show romantic feelings, or high-end consumers who pay attention to quality and effect, they can find their favorite style in Edith's products.


Service Brand: Edith
Design Team: TOALL DESIGN
Design to create core value service content: industrial design

The flagship model focuses on the body ratio and product tonality, and looks for differentiated design directions through the relationship between product control and body ratio.

The overall shape is a through cylinder from top to bottom, which uses the through to visually continue the manipulation, increasing the sense of integrity and professionalism.

The design breaks the form of the existing competition, adopts the waterfall screen as an important identification feature of the product, and integrates the control and keys, making the value of the whole product more obvious and born for the flagship.

The water drop key design makes the touch more three-dimensional and warm. In addition, the back aperture lit when starting adds visual interaction while merging the sense of science and technology.

Starting from the consumption trend of young fashion, couples create products that meet both single and couples through the direction of the concept of couples.

The overall appearance of the couple's model is a modern retro British style. The design elements at the top of St. Paul's Cathedral in England are extracted as feature points, and the top of the main body is round and full.

The top characteristic texture makes the product highly recognizable in the market.

The key design of the metal ring implies the ritual of the couple exchanging rings.

Pink blue color is fresh and sweet, in line with the love of young people.