DESIGN LEAD / User Insights, Product Design

Designing new features into a familiar + iconic language can be difficult without disrupting the current lines.  To add new feature sets to the dish category, I had to first deconstruct each category family to understand the Brand's Core DNA.

By reducing the form of each category to it's core identifier, we were able to establish the differentiator for each unique use-scenario.  Any form exploration would be limited to these basic tenets. 

The visual language explored for dish included several feature upgrades observed from user ethnographies.  These include:

upright refills + vertical squeeze + counter-worthy color & texture with removable labels