Tūb
Bite Toothpaste Bits Case Study
To help Bite, an oral care industry startup, deal with disruptive competitors that poach its customers and divert business, I conceptualized Tūb--an ergonomic, savvy container that focuses equally on usability and the company’s objectives, and upgrades Bite’s current mason jar approach
Bite aims to revolutionize the oral care industry with its sustainable toothpaste bits and packaging. However, Bite is part of a highly competitive industry, and faces a glaring problem that many successful startups run into--knockoffs.
I set out to design and engineer a unique toothpaste bit dispenser that will set Bite apart from all of its competitors. By prioritizing user interaction with the product, the dispenser’s design and functionality allow for an enhanced experience using the Bite bits, and differentiate Bite’s product from its competitors.
The form and finish of the product evoke the classic shape of a toothpaste tube, and--through the translucent material--enable the user to see how many bits they have left.
In line with Bite’s core aim of sustainability, Tūb is 100% recyclable. The materials selected for this product are glass for the body and HDPE for the cap mechanism. Additionally, the container is optimized for disassembly--its components can be taken apart and discarded in the relevant designated bins for postconsumer processing.
