Design Brief
OVERALL OBJECTIVE:
To have a better solution for supermarket toothbrushes and their packaging. An environmentally and user-friendly packaging.
MAIN ADVERTISING MESSAGE:
Fresh, Touch, Natural
USP (UNIQUE SELLING PROPOSITION):
- 100% recyclable packaging
- Bristles catered to user sensitivity
- People can feel the actual texture of the toothbrush
EXECUTIONAL CONSIDERATIONS CONTENT:
Main advertising message: Clean, minimal, reduce waste
Research
PROBLEM OVERVIEW:
The ECOFIX project was grounded in a close analysis of common pain points related to both manual toothbrush use and clamshell packaging.
MANUAL TOOTHBRUSH CHALLENGES:
Research indicates that users of manual toothbrushes are more likely to apply excessive pressure while brushing, which can lead to gum abrasion and recession, conditions that may result in infections and long-term oral health issues. In addition, manual toothbrushes require fine motor control, making them difficult to use for individuals with arthritis, disabilities, or reduced dexterity. Compared to electric toothbrushes, manual options also show less plaque removal over time—one study noted a 21% higher reduction in plaque among electric toothbrush users after three months.
CLAMSHELL PACKAGING ISSUES
While PVC clamshells simplify manufacturing and provide effective protection against oxidation, moisture, and dust, they raise significant concerns regarding usability and sustainability. Customers often find these packages difficult and even dangerous to open due to hard plastic edges, sharp ties, and cable fasteners. Furthermore, clamshells are typically not recyclable: their mixed materials and labels prevent them from being properly sorted in most recycling facilities. Ultimately, these packages serve the needs of manufacturers and retailers rather than end users.
Academic Project
ECOFIX
Date
October 2021
Project type
Collaborative Packaging Design
ECOFIX is a collaborative toothbrush brand and packaging design project created with Aldora Lau and Ella Yang.
The project responds to two key issues found in mainstream toothbrush packaging: difficult-to-open structures and the use of non-recyclable PVC clamshells. By prioritizing user experience and sustainability, the team developed a redesigned solution using recyclable, eco-friendly materials that are both safe and accessible.
The packaging also incorporates a color-coded system, allowing customers to easily identify bristle firmness based on the depth of the green tones—enhancing usability without adding extra visual clutter.
Design Process
This section documents the development process of the ECOFIX toothbrush packaging design, from early sketches to the final refined prototype.
The team began by exploring various structural concepts through sketching. After rounds of logo iterations, the final mark was selected: a combination of two abstract organic shapes that form the silhouette of a tooth. The color palette also carries symbolic meaning—dark blue represents hygiene, while pale green emphasizes eco-friendliness.
Following initial sketches, the design was refined through iterative discussions. Key improvements included:
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Enlarging font size for better readability
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Avoiding direct exposure of the toothbrush handle for hygiene purposes; instead, a cutout was introduced to showcase the product while keeping the handle protected
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Extending the package length to fully enclose the toothbrush
