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THIS Toothbrush

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Created: 01/26/11
Last Edited: 01/28/13
42811
2162
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Description
THIS toothbrush challenges the concept of toothpaste and presents a modern alternative based on an old tradition.
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Short link: http://bit.ly/gINeXj
  • THIS toothbrush
    Oral hygiene revisited

  • Official Website: www.thisisatoothbrush.com
    Like us on facebook: www.facebook.com/thisisatoothbrush
    Follow us on twitter: www.twitter.com/thisisastick

    THIS toothbrush started off as a student project in my Masters in Design Entrepreneurship program at SVA, but after receiving overwhelming interest from several communities and individuals, it's finally becoming a reality!

    THIS HAS BEEN FEATURED ON:

    Core77
    Imprint
    Treehugger
    The Dieline
    Gizmodo

    ABOUT THIS:

    The MISWAK is a tooth-cleaning twig used mainly in the Middle East, Pakistan and India. Traditionally, the top is bitten off with every use to reveal soft bristles similar to that of a toothbrush. Read more about it here.

    THIS aims to repackage and promote the miswak as an organic, biodegradable, portable, more beneficial substitute for toothpaste and a toothbrush. The biggest challenge was figuring out how to package and market the twig to a contemporary American audience, who would not be entertained with the idea of biting off the top of the stick in order to use it. The solution for this is a cigar-cutter-like cap that peels off the outer layer to reveal the natural bristles, and slices them off after use. It also protects the stick from germs and microbes.

    Along with packaging, a campaign was designed to promote THIS. Using photographs of various sticks and a contrasting photograph of THIS toothbrush in a clean bathroom, a series of posters and print ads was designed to show the simplicity of the product.

    In addition, an online campaign was launched which offered to donate a tooth-stick to a person in a developing country with every THIS purchase.

  • Early exploration of toothpaste features and habits
  • Early sketches
  • Early sketches
  • Sketches & early prototypes
  • THIS toothbrush with cap
  • Usage demonstration
  • THIS in supermarket
  • THIS at home
  • Print ad series
  • Print ad
  • Billboards with variation of print campaign
  • Website promoting BUY ONE, GET ONE DONATED campaign
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About Project
THIS toothbrush challenges the concept of toothpaste and presents a modern alternative based on an old tradition.
Published: January 26, 2011
  • Views42811
  • Appreciations2162
  • Comments82
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Tools Used (2)
Software:Adobe PhotoshopMaterials:mould
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