A Packaging  Case study


When a brand decides to break away from the norm and create something new there the challenge of adoption with consumers who are already familiar and comfortable form and status quo of a product.

The toothbrush we know today started being mass produced in 1938. Since then, toothbrushes have remained somewhat of a dormant category. The form, cost, and application of the toothbrush has been widely adopted and is never given a second thought by most consumers. It wasn’t until General Electric released it’s electric toothbrush in the 1960’s did the market see some change. If we think of other products we use in our daily lives like the TV we can see the constant product evolution and the continued mass adoption of convenience provided by new technologies. Looking again at the toothbrush, it is something used multiple times a day, however the form factor and adoption of new technology happens at a snail's pace. This is impart due to the fact that there is little room for innovation, most toothbrushes do their job relatively well. Amabrush’s angle of approach was shortening down the time it takes to brush your teeth and also allowing the user to be hands free during the brushing process.

There were a number of challenges when developing the initial custom packaging for the Amabrush toothbrush. One of which was educating consumers on a new product as well as a new technology within a dormant industry. The second challenge was designing packaging that looks “medical” while keeping the brand look and feel present throughout. These two challenges of the custom packaging design process where the focal point of the project.

Custom Packaging Design Criteria:

  1. A  custom retail packaging solution that educated consumers about the innovative product, including its features and benefits over traditional electric toothbrushes.

  2. A packaging solution that would protect the product during shipping and when displayed on retail shelves.

  3. A messaging strategy that is clean and minimalistic while also highlighting specific product features, visually tells consumers what’s included in the box, and focuses on the technical significance of the product.

  4. design that displays a medical design ideology while maintaining brand look and feel.

  5. Packaging that creates an exciting unboxing experience.

  6. A custom packaging experience that accommodates multiple languages for global retail distribution and manufacturing efficiency.


Core Demographic: Wide age demographic with discretionary income. Would consider themselves early adopters or willing to try new products that are seen to save time in daily life or are technologically significant.

About the Product:

Experience an all-over clean for your teeth when you use the Amabrush Automatic 10-Second Toothbrush. This revolutionary oral cleaning device gives each of your teeth the royal treatment in just seconds. The Amabrush consists of three parts: the mouthpiece, handpiece, and toothpaste capsules. You begin by placing the toothpaste capsule inside the handpiece.

From Amabrush GmbH

Process’s Approach:

-Structural design concepts that featured product security and a customer unboxing experience

  • -Graphic Design concepts that showcase the product, technical significance, clean and minimalistic design that emphasized a medical look/feel, and lastly clearly communicated the contents inside the package.

A big problem that Amabrush faced was product security inside the cosmetic packaging itself. They needed to ship snuggly within the packaging to minimize damage during shipping. As an emerging  product, there weren't luxury packaging solutions readily available to them to reference. Additionally, a toothbrush is classified as a class one medical device by the FDA. This medical classification presents another set of challenges that we had to abide by. For instance, luxury packaging for most consumer electronics provides security for its contents by using some sort of foam. Most foams are banned by the FDA which drove our decision to use a thermogenic vacuum mold to meet the product security requirement while also maintaining FDA approved standards. One mold was used to secure both the handle and the mouthpiece, while another molded was used to secure the charging base and the toothpaste pods. For added structure, both molds were housed inside individual rigid boxes, One for the mouthpiece and handle and one for the charger and toothpaste. These were joined together on the sides, providing a “book” like opening experience. To seal the “book” together a neodymium magnet was used to ensure the “book” wouldn't haphazardly open and spill and damage the contents. Finally, the rigid box is secured with a sleeve that contains a majority of Amabrushs product messaging.

Early Concepts

The second problem that we aimed to solve for Amabrush was the design and messaging on the packaging. Our goal for Amabrush was to create packaging that was clinical and safe but also provides insight into the product capabilities to a consumer that hadn’t likely seen the product before. For many customers, this will be their first encounter with this brand. Since the form of the toothbrush hasn't been changed in so long that it might not be completely obvious what the intentions of the product are. We felt it was imperative to show an image of the product and connect it with the purpose of the product by prominently showing “ The 10-second toothbrush” next to the product image. The sides of the exterior of the luxury packaging were largely kept white with the logos being the primary focus.

The back of the box contains headline the reiterates the significance of the products, with a blurb about the brand's mission statement. The back then makes use of some Iconography showcasing what is inside and then going into the specs of that specific component of the product. This is also accompanied by another photo of the product.

Integrating the “App store” logo and the “Google Play” logo. Integrating these badges somewhere on the box was of vast importance to help establish credibility behind a new product. A couple other functional badges showcasing the products ability to perform wireless charging and connecting via Bluetooth.

The back of the sleeve reiterates the product's capabilities, along with addressing each individual components specs supported by some clinical Iconography. The sides of the sleave are clean and simple with a stand-alone logo center in the white space of the sleeve.

Final Packaging

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