One More Min
This project was completed in collaboration through the Fall 2020 P&G Mentorship Program.
With the dramatic routine changes brought out by quarantine, an increase in stress and anxieties of maintaining a work/life balance make it hard to fall asleep at night. Even after turning to consumable supplements, the consumer continues to lay awake, struggling to get a good night's rest. Targeted toward increasing a better sleep experience, One More Min takes a contemporary approach to consumable supplement packaging. By reinforcing remembering to take supplements at the proper time and maintaining the recommended dosage, One More Min aids in evening relaxation and sleep, rather than hinder the sleep cycle.
Audit the Category
With more people trying to avoid taking sleeping pills in favor of a more natural route, some 3.1 million Americans are using melatonin. Sales are expected to jump another 12% over the next three years. You don’t need a big amount of melatonin to see any benefit. Taking more of it doesn’t make it work better or faster. When you take it may be even more important than how much you take. Too much melatonin can have the opposite effect of its intended purpose. It can make it harder to sleep because your normal circadian rhythms will be disrupted. An overdose can also leave you feeling groggy and sleepy.
Consumer ImMersion
Multiple rounds of user testing and feedback were generated throughout the project to better understand the audience and their drives and desires. Within an initial survey asking Millennial / Gen Z users about their sleep habits and environment it became clear that sleep consistency was not only something individuals desired more of, but would also help with less upfront wishes like feeling more rested and experiencing a deeper sleep at night.
Ideation
In order to stand out within the market and truly help consumers enhance their overall experience with using melatonin, One More Min takes a unique approach to the classic pill bottle by focusing on an improved distribution method. Current supplement bottles feature some form of flip or twist cap in which the user is able to dump an unlimited amount. By utilizing a single serve method, there is a reenforcement to the key factor in melatonin usage - its not have many you take, but rather when you take the supplement for the best results. Pairing the importance of the distribution method, overall look and aesthetic aids in the subconscious reminders to take the supplement prior to going straight to bed. Being a form a user enjoys looking at, they’re more drawn to leaving it out on a counter or bedside table in place of away in a medicine cabinet, and thus are thinking more about time importance as well.
Branding
With a Millennial / Gen Z target audience, the branding style was geared to be a fun and playful refresh to contrast the more clean cut and medical look of competitors in the same shelf space. A bolder energetic color palette allows for the package to stand out amongst a purple dominated category while remaining gender neutral, because sleep affects all. Additionally, the incorporation of illustrated figures not only brings more life to the pack, but incorporates a relatable element for the audience. Consumers are able to stand in the store and look at the pack and not feel like they’re represented through the neutral approach, but feel a sense of longing and desire for the comfort the figures express.
