The Power of Innovation in a Single Package

Imagine a busy parent’s world: juggling diaper bags, baby essentials, and everything needed for daily adventures with a little one. One challenge stands out — the constant need for both gentle baby wipes and antibacterial wipes. At Every Day Wipe, we saw an opportunity to solve this problem with a product that combines both needs in one convenient package. Our solution: Every Day Wipe — a dual-purpose, dual-chamber wipe that is gentle enough for a baby’s skin and tough enough to eliminate bacteria.

Every Day Wipe is NOT on the market today, but if you’re the VP of P&G’s product development (or similar), let’s talk. I have spoken with Sean Riley at Dude Wipes and Michael Sherman at Diamond Wipes with this concept.  

In today’s blog post, we’re excited to take you behind the scenes, sharing how Every Day Wipe was conceptualized, designed, and brought to life (without actually being on retail shelves…yet). Read on to discover the inspiration, our thoughtful design process, and the final product that meets a need for busy parents everywhere.

The Inspiration Behind Every Day Wipe

As someone with four boys at the time of writing ranging in ages from ~2-8 years old, the concept of Every Day Wipe came from a personal parenting need my wife and I dealt with on a regular basis.  For example, we would pull into a Chilis parking lot craving a 3 for $10.99 deal with the family and right as the minivan shifted to park our little one decides it’s his time to shine. He doesn’t care about our hunger needs; he selfishly wants both mom and dad to help him get a fresh diaper before dinner time begins…..

We needed wipes to take care of the explosion and then antibacterial hand sanitizer afterwards before we could touch anything else….but, half of the time we couldn’t find or we didn’t have hand sanitizer so we would just wipe our hands with baby wipes (which aren’t antibacterial). 

Then I asked…what if there was a single baby wipes package that could offer both gentle cleansing for babies and effective antibacterial cleaning for messes?”

Thus, Every Day Wipe was born. One side of the package provides a soft, soothing wipe designed specifically for babies, while the other side offers a strong antibacterial wipe — ready to tackle whatever life throws their way.

Branding and Design: Bringing Every Day Wipe to Life

To fully capture the spirit of Every Day Wipe, we set out to build a brand that feels as fresh, trustworthy, and functional as the product itself. From the logo to the packaging, we’ve crafted every design detail to communicate our values and appeal to Gen Z and millennial parents alike.

Logo Creation

The Every Day Wipe logo reflects both gentleness and cleanliness. We chose bold, exciting colors that speak to the brand’s audience and allow our product to stand out on retail shelves. The logo is balanced with a modern, clean typeface that exudes simplicity and trust that incorporates a “swooping” W to illustrate the motion of a “wipe”.

Moodboard

Our moodboard helped guide the brand’s overall aesthetic and personality. We balanced bold and youthful colors with yellow and greens to convey hygiene and cleanliness. These colors and textures were chosen to resonate with young, design-conscious parents looking for products that don’t compromise on aesthetics or functionality.

Package Design

Every Day Wipe’s packaging is designed with convenience in mind. The dual-chamber package is both functional and visually appealing, with two clearly marked compartments that make it easy for parents to select the right wipe with a quick glance. The antibacterial side is marked with bold colors and icons that signal cleanliness, while the baby wipe side uses bold colors with icons that illustrate “gentleness”. This packaging not only serves a practical purpose but also offers an intuitive user experience that busy parents will appreciate.

The Process: Crafting a Cohesive Brand Identity

Creating a cohesive brand identity was crucial for Every Day Wipe. Every visual element, from fonts to color schemes, was carefully chosen to reinforce the brand’s promise of simplicity, reliability, and convenience.

Font Choices and Typography

We selected a combination of modern sans-serif fonts that reflect our approachable, no-nonsense brand personality. The font style is clean and minimalistic, balancing playfulness with professionalism. The typography reinforces our dedication to creating a product that feels both accessible and trustworthy, communicating the brand’s dual purpose of gentle care and effective cleaning.

Visual Consistency Across Touch Points

Consistency was key in building Every Day Wipe’s identity. Our design choices carry across all brand assets, from product packaging to online graphics, ensuring a seamless experience for customers. Each element, from color accents to iconography, was purposefully chosen to keep the brand’s look and feel cohesive across all touch points.

Product Benefits: Why Every Day Wipe Is the Solution Parents Need

Every Day Wipe isn’t just a new product; it’s a solution designed to simplify parenting. Here’s how it does that:

Convenience and Versatility

With its dual-chamber design, Every Day Wipe makes it easy to grab the wipe you need when you need it. No more carrying separate packs of baby wipes and antibacterial wipes — everything is in one package that fits seamlessly into any diaper bag, car console, or stroller pocket.

Gentleness and Toughness in One Package

Our goal would be to formulate each side to meet the highest quality and safety standards. The baby side is crafted with extra-gentle ingredients, free from harsh chemicals, making it perfect for sensitive skin. The antibacterial side is tough on germs but still safe for hands, surfaces, and general use. Parents can feel confident that Every Day Wipe offers both gentle care and reliable cleanliness.

Final Thoughts: A Call to Action for Innovators and Large CPG Product Developers 🙂

The journey to create Every Day Wipe has shown us how we can take an every day parenting problem and innovate an idea to address a real need. We’re excited to see how this product will one-day impact parents’ daily lives, making life simpler and cleaner with every wipe.

If you’re interested in taking this concept to an actual idea, I’d love to connect. Together, let’s continue to reimagine everyday solutions.