Oxi Clean Stain Stick

Project scope: Church and Dwight approached Definitive to design an applicator head for their stain stick and help them extend the reach of the successful OxiClean brand they had recently acquired.

Definitive designers and engineers worked to conceptualize a variety of patterns and shapes that play a role in the application of the stain treating gel. We then looked at key experience factors and aesthetics to narrow down the options and identified forms that, in testing, gave users “reasons to believe” as to the applicator’s performance attributes.  The final design has been a huge success in the market, and has added value by helping extend and grow the trusted OxiClean brand into retail shelf space.