The RothoPro Geo Bin product line is a result of a strategic partnership between RothoProand Nekuda DM that started in 2010. Nekuda helped RothoPro to define, design, develop and launch a new category of professional waste management solution optimized for the European markets. Rotho, a Swiss plastics company with consumer bins , began exploring in 2009 the business potential of a professional line of bins. In early 2010. Nekuda was involved Framing the business opportunity into product opportunities and the product design. Within 18 months, a full range of multiple Bins was designs, engineered, molded and injected, leading to success for RothoPro: In Summer 2011 RothoPro signed a strategic partnership with Vileda Professional for the distribution of its new, innovative product range.
RothoPro had leveraged Nekudas expertise in end to end design & development of high volume at low production cost to attain a premium product quality for European standards in an aggressive time to market. The project began with Framing market and users; Analyzing environmental regulation trends across Europe, user and design preferences in the various cultures, and institutional trash bin trends. The research also investigated production technologies to upgrade the aesthetics of the large and thus highly visible bins. Form simplicity – even austerity – and codified color highlights elevated the system to icon status.
The introduction of large metallic IML (in mold labeling) into the Geo bins line strikes a special balance between the premium metal look, with a pragmatic non-rusting, lightweight, dent-proof and easily cleanable solution. The polypropylene-substrate IML enables use of black 80% recycled PP, for the bins, which reduces cost and emphasizes the environmental message of RothoPro and ultimately to Vileda and its end customers. Nekuda responsibilities in the RothoPro project included the following elements: • Unique positioning and strategic product roadmap planning including products definition • Optimization for environmental & cost benefits • Sub brand development including logo, identity system & design language • Integrated ID & design engineering of 25 products • Utilizing cutting edge IML technologies and over-molded touch points • Part design & structural engineering of large size plastic parts & tooling • BOM management • NPI & production support The outstanding product quality & design provide improved durability and usability with a premium look & feel to better serve the growing needs of environmental waste management. All of which lead to the 2012 Red Dot Award for the Geo Line.