one more min
A solution to a more consistent sleep schedule
Project completed in partnership with Kelly Baumgarth and mentorship from Proctor and Gamble
This project is featured on DesignRush’s Best Packaging Design Awards page for Medical and Pharmacy Packaging
Check out the feature and many others at https://www.designrush.com/best-designs/awards/packaging
P&G’s Design Process
Audit the Category: Sleep research and market audit
Trend Research
Consumer Immersion: Media personalities and consumer survey
Persona
Ideation: Direction exploration, consumer survey, and concept sketching
Prototyping: Consumer survey, brand exploration
Solution Generation
Audit the Category
Various studies show the importance of sleep
Humans can spend up to 1/3 of their life sleeping
Adults need 7+ hours of sleep per night for the best health and wellbeing
80% of people use weekends to make up for a lack of sleep during the week
A lack of sleep has been linked with several health issues, including
Ongoing depression
Obesity
Diabetes
Cardiovascular Disease
Trends
Some 3.1 million Americans are using melatonin, out of 9 million who take medication to aid sleep.
Sales are expected to jump another 12% over the next three years.
Existing product aesthetics make overwhelming use of purple.
You don’t need a lot of melatonin to see benefit. Taking more doesn’t make it work better or faster. Start with a small dose, and if you find you need more, you can slowly take more over time.
Too much melatonin can have the opposite effect of its intended purpose. It can become harder to sleep because your normal circadian rhythms will be disrupted. An overdose can leave you feeling groggy and sleepy during the day and give you nightmares or extremely vivid dreams at night.
When you take melatonin may be even more
important than how much you take
Consumer Immersion and Persona
Molecule - The triad of problem, solution, and stakeholder that makes up the design goal
Problem
With dramatic routine changes due to quarantine, an increase in stress makes it hard to fall asleep. Even after turning to consumable supplements, the user struggles to get a good night’s rest
Consumer
Millennial and Gen Z working adults are facing a lot of stress throughout the day trying to maintain a work-life balance, and they often bring those anxieties to bed with them at night as a result
Solution
Consumable supplement packaging that would reinforce remembering to take supplements at proper times and maintaining the recommended dosage to aid in evening relaxation and sleep
Ideation and Concept Refinement
Concepts selected based on a second consumer survey, with both quantitative and qualitative data.
Heating/Cooling Blanket
Icons by Kelly Baumgarth
Melatonin + Stress Relief Gummies
Final Direction
Flavored Melatonin Water Sleep Aid
Aromatherapy Weighted Blanket
Rough packaging concept ideation page
Prototyping and Brand Exploration
Branding guidelines were developed to appeal to wide, gender neutral consumer base and move away from traditional product aesthetics. “one more min” aims to reach out to a young and diverse group of consumers, and puts heavy emphasis on when to take supplements, rather than how many.
Branding guidelines by Kelly Baumgarth
Concept A: Individually packaged gummies to emphasize dosage, spooled within the package and easily separated. Refillable, but wasteful wrappings.
Concept B: One gummy dispensed at a time to emphasize dosage, twisted up like a chapstick. Refillable and representative of dosage.
Chosen by consumer survey as the final direction
Concept C: A normal aesthetically pleasing bottle. The most straightforward, user friendly, and immediately recognizable, but less representative of dosage.
Solution Generation - User Friendly Melatonin Gummy Packaging
Label by Kelly Baumgarth
Shelving conceptualization by Kelly Baumgarth
