Team
Jacklyn Czapla- Graphic Designer
Spencer Raymond Smith- Graphic Designer
William Davis- Industrial Designer
Role
Design
Messaging
Packaging Layout
Deliverables
Brand Identity
Packaging Design
Did you know that 1.5 billion toothpaste tubes are discarded worldwide every year?
By creating an experiential toothpaste product that allows for reusability and natural ingredients, our team produced a system to dramatically reduce plastic waste made from oral care. Our solution consists of a twist-up aluminum dispenser with a refillable toothpaste insert, making it easy to use and recycle.
Grove Collaborative is a company that values ethically produced, effective, and environmentally friendly products, making it the perfect company to undertake the manufacturing of this two-piece system. Our design is meant to act jointly with the already existing Grove products, while also providing some liveliness to the natural toothpaste category.
Dispenser uses protective sticker to prevent tampering without extra waste.
Considering our Consumer
For our natural toothpaste line, it was essential to keep in mind our target audience of Millennials and Gen Z looking for toothpaste to upgrade their oral care. To cater to our consumers, we went with a fun, bright color palette but kept the design sleek and modern so it would look aesthetically pleasing on any countertop.
We considered our target audience with our toothpaste flavors as well. We went with a traditional peppermint to appeal to the 90% of the population that uses mint toothpaste, an alternative option meant to capitalize on the bacteria-fighting process of coconut oil pulling, and a children’s option since many Millennials are parents.
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How it Works
Since toothpaste packaging hasn't changed much over the years, we wanted to approach our product thoughtfully by designing something familiar to a user but with a different context. This sparked our deodorant-style twist-up product. The first part of the product is the insert filled with naturally made toothpaste. We then have our refillable, colorful dispenser that twists the insert's hex plug to push up the toothpaste. Lastly, we have a lid that comes with the dispenser for cleanliness.
To assemble, peel the protective sticker off the dispenser and remove the insert from its box. Place the insert into the bottom of the dispenser so the insert's hex plug notches in. Twist the bottom of the dispenser to push up the toothpaste. Swipe your toothbrush across the top of the insert's hole to load it up, and cap when finished.
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The top of the insert is released with a quarter-turn allowing the consumer to scrap out leftover toothpaste and recycle it.
Outer Packaging
Unlike the dispenser, which has a tamper-resistant sticker, the toothpaste insert has its own box to inform the consumer more about the two-piece system, as well as insure cleanliness. It also differentiates between each flavor with a pattern since all the inserts are made from the same natural aluminum. The box contains an ingredient list that shows both the scientific name of each ingredient as well as what it translates to in layman's terms to promote transparency and authenticity. There are also instructions on how to use the insert in conjunction with the dispenser and how to recycle the insert when finished with the toothpaste.
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