Studio RedEye partnered with Ginsey Home Solutions to design a multifunctional drying rack for the Clorox brand—developed to support modern kitchens where space and flexibility are key. Our challenge was to create a compact, adaptable product that offers meaningful utility without prescribing a single mode of use.
The final design features a hybrid system: a rigid rack for upright drying and a foldable silicone mat that serves multiple roles. It can be used flat on the counter, extended over the sink to increase drying space, or repurposed as a quick rinse station for produce or utensils. The mat includes built-in channels that guide water runoff efficiently and collapses flat for convenient storage.
From the outset, our team conducted trend and pricing research to understand user needs and whitespace in the market. These insights guided our strategy and helped prioritize key features—like compact storage, multi-position flexibility, and open-ended usability.
Visually, the form is clean and approachable. The footprint is low and horizontal, keeping a minimal profile on the counter. Rounded edges and soft tapers echo the friendly geometry associated with the Clorox brand, while subtle surface transitions and linear drainage patterns support functionality without cluttering the form. The design feels intuitive and universal—simple enough to disappear when not in use, but smart enough to stand out.
Studio RedEye led the industrial design process from initial concept development through production-ready CAD. We focused on creating a form that supports multiple everyday tasks while remaining easy to store and satisfying to use.
The product launched with strong retail pickup and became a standout item within Clorox's licensed kitchenware line—delivering smart versatility in a clean, compact footprint.
