sketch / image
  • 2009.09
for S.T Corporation

We redesigned a brand of electronic deodorizing and fragrance products whose lineup consists of the Shupatto deodorizing plug, a battery-operated device that regularly sprays deodorizing mist, and a wall-plug model that runs on electric current.
The Shupatto plug emits light and sound alongside its fragrance. Since this multisensory experience is one of the product’s hallmarks, we wanted to make the plug feel more familiar, so that it could be incorporated into daily life rather than being hidden away in a corner of the room.
The manufacturer’s request was to leave the plug’s base and inner structure as is. We were able to make the plug 25% smaller by removing unnecessary parts, and relocating others. This allowed the manufacturer to reduce manufacturing costs and the price for consumers.
We combined the release button and operating light into a single piece, and added a piece of removable tape that users simply pull away on first use, rather than inserting batteries. In addition to these simple but major improvements for user experience, subtle modifications like hiding the screws and joins in the casing increased the plug’s visual identification with a classic bar of soap, so that the plug feels even more like a natural part of a room.
We redesigned the wall-plug version to coordinate even more closely with its electronic cousin, to strengthen and consolidate the overall brand image.
The iconic design of the packaging and store display design give consumers a direct sense of the products’ functionality and fragrance. We used colour to differentiate between the brand’s different products, increasing brand visibility on the shelf and guiding customers to find the right refills for each product upon return visits.

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Photographer : Masayuki Hayashi