Quotes from our research:
I just work out of my house so I don’t have room for like a bunch of shipping tools. Even though I pay more for my smaller rolls and the heavy-duty packaging tape that I use, I am still willing to pay more because it’s convenient for me. It’s easy to store, and I trust the quality of it.”
Sometimes my tape gets tangled in itself and I have to use scissors to cut off a piece
It is awkward to cut the tape on the cutter without twisting it in a weird direction
Here are some early sketches I made and schematics I found that served as inspiration for our solution. Another idea I had was for wax paper backed tape. Ultimately, we decided to solve the the problem of dispensing tape from the role without any manual force from the user. To do this, we envision a smaller size core packaging tape that comes with perforations on the edges similar to what you see on old camera film strips.
Given the working mechanisms of the tape dispenser, it made sense to do something reminiscent of a film camera. In my research, I discovered two cameras that inspired the look and feel of the tape dispenser rendering. The end result looks equally fit to rest comfortably in one's hand taping a box, as well as siting on a desk in an Etsy seller's home.
Alex Robinson, Creative Brand Manager
KP Thomas, Creative Brand Manager
Joval Martin, Creative Brand Manager
Lareina Liu, Creative Brand Manager
Alyssa Fea, Creative Brand Manager
Kelly O'Keefe, VCU Brandcenter Professor
Turn Gain, our assigned category also-ran, into a disruptive challenger brand. Doing so took an understanding of who the brand was, the specific business problem to solve, and then developing a business strategy as well as a comms/experience strategy to bring the brand to life.