Seymourpowell co-develops back care product range

<img class="size-full wp-image-16421" src="https://s3.eu-central-1.amazonaws.com/centaur-wp/designweek/prod/content/uploads/2013/11/Backbrace1-1002×668.jpg" alt="Bac Bac< Backbrace

The development team also includes Harley Street-based The London Spine Clinic and brand consultants Ziggurat Brands.

A back brace with cool pads, sacroiliac belt, shoulder brace and back massager have been designed, developed and manufactured in Britain.

Products have been developed around five key zones where Seymourpowell says back pain most commonly occurs, and products have been developed to combat this in the neck, shoulder, middle back, central lower back and lateral lower back.

Seymour Powell says that of the products currently on the market ‘some are of dubious efficacy and many look undignified and uncomfortable to wear.’

The consultancy says that Bac< has sought to create ‘quality assured medical products’ that are easily understandable as part of the Bac< system.

Key features include hot and cold pads that can be used in conjunction with the back brace, and the back massager incorporates a replaceable, self-lubricating massager head that allows the right amount of massage lotion to be automatically dispensed as the product is being used.

Seymourpowell associate design director Matthew Cockerill says, ‘People are often uncomfortable wearing and being seen wearing this category of product, so we rejected the orthopedic, low value approach seen so often in existing products.

‘While performance and cost were quite rightly key drivers in the development of these products, equally as important for us was creating a look and feel in the products that would bring dignity back to the wearer during an often difficult time for them while they manage their back pain.’

Bac< products are rolling out exclusively in Boots and ‘more products are in the pipeline,’ says Seymourpowell.