We are always pleased to see members of our community thrive and scale. And we also like to celebrate them…
This case study is on Anti. The founders of Anti have been members of Fratsy for just over a year now and originally used Fratsy to help them purchase wholesale phone cases and blow up outdoor sofas to then resell.
From initially supporting them in their wholesale orders to reduce their purchase prices and MOQ’s. They then reached out to us seeking support on private labelling, which we were happy to help.
Coming from a background in R&D as well as business management, Fratsy founders have over 10 years of experience selling 3rd party branded products and products we have had manufactured ourselves.
Anti originally wanted us to design a new hand sanitizer product for them to sell. We did a deep dive on their brief and provided our expert advice, which has been summarized below:
Option 1: Iconic design
The ‘perfect liquid wrapper’ (Coca-Cola bottle) was designed to recognise a brand from its shape!
Anti could also be created into a verb, like Hover, Fairy or Google.
This would primarily take some time to better understand your vision and social mission. This will require 2-3 prototypes to sign off on usability, features, aesthetical iterations as well as tolerances and tooling measures.
Below I have presented some designs unlike any out there. Resulting in possibly being distinctive to Anti. The nozzles on both concepts are made to look like the main attraction (the bling) and the sanitiser comes out of the profile when pressed by the palm of your hand.
Option 1 – Concept 1
The tail was just a play on an initial ‘drip’ sketch I made. Its purpose is to clip on your bag. The tail could also be removed in the design, as I think it would feel really cool to hold in your hand. We could also add some weight to it to make it have that sense of importance.
Option 1 – Concept 2
Ever seen a golden ice cube before? That would soon catch on to be an ‘Anti’ sanitiser, surely?
Option 2: A modern feel
We do not need to reinvent the wheel; it has been done – Anti is just better. We can show this in the design by being loud and bold. This is where I believe your brief is really pointing to.
Option 2 – concept 1
Oval pebble: There is a bezel around the top spherical edge with a sunken button in the middle, perfect for a thumbs touch. The sunken button is attached to the surrounding bezel by being bonded on to a woven fabric membrane running under the outer bezel (deliberately showing its seam). This provides the button with a tolerance to move, therefore being able to be pressed down. The nozzle is facing out the side, to give the sensation of squeezing a sashay of ketchup on your burger.
Option 2 – concept 2:
Bezel Bar: With a button at the top and the nozzle at the bottom, this bar is designed around the grip of your hand which might make people use it more than they need to… If it’s addictive to use, you will sell more sanitizer.
Option 2 – concept 3:
You big drip: Inspired by a drip of sanitizer, these blueprints could be the future shape of the most recognizable hand sanitizer…?
Option 3: ‘Off the shelf’, but modified
‘‘Good artists copy, great artists steal’’ – Pablo Picasso.
Knowing that you want to start selling like yesterday, this option is the fastest. It also comes with little risk and is the cheapest option.
I have found a design that with some work can be inline with your brief.
I have contacted the top 3 suppliers of this style and asked for the below mods:
- Change outer hardware to be made from aluminium.
- Etch a logo on the front of the glass
- Replace the nozzle for one capable of dispensing a denser liquid.
- Change decanter to be dark tinted glass (as below).
The feedback I found from these vendors were that even though the styles all look the same, they are manufactured differently and not all are refillable. I found one (as below) that is perfect. Refillable from removing the button and once the two outer parts connect, the individual parts are assembled into a durable product.
It would be much cheaper and more practical for the front face to be Aluminum and the rear to be black plastic (PP). This will also allow the two parts to click together.
Slogan idea: Get Clean or Get Home. 😉
The advice we gave (that was chosen by Anti) was not to run before they can walk. Although they have made vast amounts of profit on past ventures, they have been made on small risk (low order quantities and low investments). A minimal viable product (MVP) such as a similar ‘off the shelf’ product with their logo on, will enable the team to work on marketing and build a reputation before releasing capital on a new product, which its problems could be ironed out on the MVP before gambling their investment. It will also help test your sales forecast, to determine how long it will take to recoup your investment.
Fast forward a few months, Anti discovered that Facebook/Instagram does not approve advertising of hand sanitizers. This is very disruptive for the teams marketing business plan. This has enabled them to consider other avenues of advertising, just in time for when the bespoke product launches.
You don’t want to keep stock in the warehouse while you rethink your business plan, that only costs you more money.
Anti are now building their brand and selling private label hand sanitizers. Testing the market and tweaking their business operations until they are ready to hit the ground running with their new line of bespoke products.
We wish you all the best and we are happy to help you again… or any other community members, for that matter 🙂