Developing innovation spaces using human body metaphors

The brief was to understand the oral health restoration in order to move a brand into the consumer space. The desired outcome was to identify adjacent spaces, populating these with product propositions that would both, help regain share, and grow the entire category for the brand.

Quantum dived into an understanding of the evolving nature of people’s relationship with the human body. Some of the metaphors that emerged were: the body as a machine that needs to be ready to perform, the body as a battery that stores energy that can be depleted, the body as a battle field that needs to defend against attack.

Using these metaphors, We defined four opportunity spaces for innovation, in which to develop new product concepts. We conducted a cross-functional workshop in which we took everyone on a journey of the category, and defining the key design challenges. Against this concepts were written for emerging markets such as South Asia and Africa

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