I was challenged to reimagine current packaging standards and create a brand for a new line of toothpaste products.
My own experience with standard screw-top toothpaste tubes led me to the conclusion that they were far too complicated. These traditional packages required two hands to open and made it difficult to empty the tube completely, creating excess waste. In order to correct these issues, toothpaste was placed in a plastic bottle with a push-pull cap. Users could easily hold a toothbrush in one hand while opening the bottle in another. Furthermore, by storing the bottle upside-down, excessive waste would be eliminated.
The Titan Toothpaste brand was created to broaden the target audience of traditional toothpaste brands, which tend to appeal specifically to mothers and children. The name “Titan” comes from the ancient Greek deities that preceded the Olympians; the brand emphasizes strength, perfection and light.
My own experience with standard screw-top toothpaste tubes led me to the conclusion that they were far too complicated. These traditional packages required two hands to open and made it difficult to empty the tube completely, creating excess waste. In order to correct these issues, toothpaste was placed in a plastic bottle with a push-pull cap. Users could easily hold a toothbrush in one hand while opening the bottle in another. Furthermore, by storing the bottle upside-down, excessive waste would be eliminated.
The Titan Toothpaste brand was created to broaden the target audience of traditional toothpaste brands, which tend to appeal specifically to mothers and children. The name “Titan” comes from the ancient Greek deities that preceded the Olympians; the brand emphasizes strength, perfection and light.
