We really felt that concept could be interesting. The designer focused on 2 real problems- keeping the paper roll from unraveling and making it easy to tear with one hand. His solution is simple and effective - not always an easy thing to accomplish. With a few tweaks this could be a very good commercial product.

Brand / Marketable: 2
Simple: 2
Functional: 2
Manufacturable: 1

This concept has jus the right amount of simplicity and fun - without becoming to novel. We see this working well as part of a back to school program with mass appeal. The challenge will be to make sure that the right price points are met without compromising on the thickness of the metal or the design. Lastly, we only see this as vertical design- the horizontal design would take too much footprint on the counter.

Brand / Marketable: 6
Simple: 1
Functional: 3
Manufacturable: 2

This designer took the time to research our company and understand what makes a successful Umbra product. We really like the simplicity and the pop of colour with natural wood. To ensure this is a success, the material and weight needs to be perfect to have the correct perceived value. We see this a wall mounted solution and with a few tweaks to the design, this could be great. We can also envision this design be extended into other products such as a napkin holder.

Brand / Marketable: 1
Simple: 3
Functional: 4
Manufacturable: 5

We were really impressed with this designer in general. He had a wide breadth of concepts, all with unique points of view. In this concept the idea to have the post as a reservoir for cleaning liquid with spray nozzle is clever. The handle looks great. The designer gave consideration to where paper towel holder lives and how it moves from spot to spot. The handle also works to stop the paper towel from unwinding and can be used as a tear bar.

Brand / Marketable: 5
Simple: 5
Functional: 1
Manufacturable: 7

We fell in love the look and the materials of this concept however the overall footprint is an issue. We'd be interested in seeing this concept as either a wall mounted or vertical solution.

Brand / Marketable: 8
Simple: 6
Functional: 5
Manufacturable: 4

The designer took the time to research our company and take visual cues from an existing Umbra product - one that the paper towel holder would live very close to on the kitchen counter. It could be a very nice line extension.

Brand / Marketable: 4
Simple: 7
Functional: 8
Manufacturable: 6

We really like the minimalist approach of this design- it's minimal in the number of parts and minimal in the amount of material used. To be successful in the market it would need to be a very low price point and likely as a 'point of purchase' item. It would require really great packaging and marketing support to convey the idea quickly and easily. The biggest down side we see is that both hands are required to tear the paper towel. This could be a deal breaker for a lot our typical customers.

Brand / Marketable: 10
Simple: 4
Functional: 10
Manufacturable: 3

This design was accompanied by a very professional looking little video that made us want this paper towel holder. That said, we are not sure our customers will want to grow a plant on top of their paper towel.

Brand / Marketable: 9
Simple: 8
Functional: 7
Manufacturable: 9

This paper towel holder reminds us of our Glide PTH in a good way and in fact may work better! It's clever in its simplicity. Further thought would need to be given to how it's wall mounted and what materials could be used to ensure the right price point.

Brand / Marketable: 7
Simple: 9
Functional: 9
Manufacturable: 8

We like the uniqueness of this concept, and with a few tweaks could see it fitting in with the brand. It's minimal footprint and functionality are great but the way it works makes it a bit more complicated and harder to make than other solutions.

Brand / Marketable: 8
Simple: 10
Functional: 6
Manufacturable: 10

Could be a good line extension of TORQUE but still needs to stand alone as a great paper towel holder. Material selection is good but would benefit from a more obvious 1 handed tear feature. 

We like the minimalist aesthetic. It looks very different from other PTH. Glad it can be mounted horizontally and vertically on the wall.

Good idea. We like the function of the retracting spiral.

We like the central support as a set of twisted bands with a rubber texture. Interesting to have the arm at different angles for customization.

This could be a disposable PTH at very low price. Something you could use at a picnic. Could be sold with a roll of paper towel at the grocery store level.

For us the form is too literal, however we're all for anything that helps remind that paper towel comes from trees and attempts to change behaviors to lessen our environmental impact.

Nice form.

Interesting idea on how to apply variable pressure against the paper towel.

Interesting idea but has several issues to overcome.

Could be a line extension of Penguin.

We like the clean design with a clear exit for the paper towel. A lot of plastic though.

Clean design with nice use of better materials. Need to have a vertical solution though.

We like the sculptural elements.

Looks great, easy to use and assemble, and creative, too!

Looks good. Base would need to be weighted so it does not slide around on counter. 

There's something inherently fun about this concept. Additionally, the idea that the post can tilt to stop the paper towel as it's being torn is thoughtful.