LOOEEZ
Hygienic Toilet Brush
Rethinking the toilet brush
Traditional toilet brushes rely on dense bristles that trap residue and water, making them difficult to clean, slow to dry and unpleasant to store. Over time, the bristles deteriorate and the brush itself becomes part of the hygiene problem.
The project began with an inventor’s idea for a brush that used flexible blades instead of bristles, but the concept had not yet been resolved into a functional or manufacturable product. Working as the senior industrial designer, I oversaw the development of the product from initail concept to mnufacturing and packaging. My role as a Lead Desiger, was to design and assist across the entire development process, including concept design, CAD, prototyping, testing, material selection, tooling, first production shots and coordination with overseas engineers and manufacturers. I also worked alongside the packaging and branding teams to bring the product to market.
Prototyping
Early prototypes were used to identify the weakest points in the design before committing to production tooling. Although the available 3D-printing resins could not reproduce the flexibility of silicone, they still revealed problems with blade geometry, spacing, structural stability and overall form.
By pushing these prototypes through repeated handling and internal testing, we were able to see where the design failed, refine the geometry and resolve several issues before working with the final material. The prototypes did not need to behave exactly like the finished product to be useful. Their value came from exposing weaknesses early, when changes were still fast and inexpensive.
Looeez replaced conventional bristles with flexible silicone blades arranged in a twisted, turbine-like formation. The geometry allowed the blades to flex around the contours of the bowl and reach into difficult areas, while their smooth surfaces allowed water and residue to release more readily.
A ventilated holder promoted airflow around the cleaning head, helping it dry between uses rather than enclosing it inside a conventional container.
