Happy Bath incorporates the emotion of ‘happiness’ right from its brand name. Therefore, the starting point of every project
is always how to provide a ‘happy shower’ experience. Happy Bath’s new product, ‘Foot Shampoo,’ embodies this brand phi-losophy,
focusing on how to express a “happy shower” from the design draft stage. We hope that the humorous depiction of feet floating in
the distance on the lawn and the softness of the foot-shaped clouds convey Happy Bath’s unique sense of happiness.
※This post contains images that have been processed using a generative AI program.
Phase 1. Foot+Happiness
In the first attempt, we focused on how to express the mood of ‘happy feet.’ We emphasiz-ed the line name “Feel so good”
and focused on expressing the feet pleasantly. However, there was feedback that the basic attributes of [foot cleansing product]
and functions like [refreshing cleansing power] were not highlighted, so we changed the design direction to explain the product
more clearly and easily.
Phase 2.Easy for Customers to Understand
The initial product development direction was to label the product name in English as ‘Deo Foot Shampoo,’
but we judged that many consumers might still find foot shampoo unfamiliar. Therefore, we changed the product
name to korean which is easier for consumers to understand, and launched it. Designing in Korean requires more
consideration than designing in al-phabets due to the presence of con-sonants, vowels, and final consonants,
so we spent a lot of time harmoniously designing the product name in Korean.
Phase 3. Finding Our Unique Feet
From the initial design phase, this new product utilized image-generating AI programs to represent the essence of
Happy Bath through various attempts to depict feet. Although image-generating AI programs still often produce unna-tural
results when asked to portray body parts, requiring extensive retouching for design application, they have brought about
significa-nt changes in design by enabling quick image generation without the need for photoshoots or 3D programs.
We hope that Happy Bath Foot Shampoo, packed with humor and happiness in its package design, adds happiness to your bath time.
