Mentadent was looking for an innovative package design that would convey to consumers the healthy and beneficial nature of its new toothpaste formula. The new package design would need to combine all functional and aesthetic criteria and allow for a strong presentation of the product on-shelf.

Conventional toothpaste tubes have long tapered shapes and are not necessarily the best form to fit in your hand and evenly dispense toothpaste. We examined how people hold and squeeze out toothpaste from the tube. And as a result, we found the use of anthropomorphic forms in the design of the dispenser added character, familiar human values, personality, and attitude to the form to lure consumers to the product over other brands. Plus, it added whimsy to the design of an otherwise mundane product.

Ergonomics in relationship with the use of anthropomorphic form allowed our design to mimic the human form. In this case, the resulting humanistic form is also an ergonomic solution that fits the hand well, and is easy to grasp with a wet hand.