Product / Packaging

Product / Packaging

Product / Packaging

Pressa Toothpaste Sustainable Packaging

Pressa Toothpaste Sustainable Packaging

Pressa Toothpaste Sustainable Packaging

Overview

Overview

Overview

For my packaging design class, my partner, Christian E. Amaya, and I developed a sustainable packaging solution that enhances the product’s usability. A key requirement of the project was to ensure that the packaging transforms in a way that adds value to the product itself, making it an integral part of the user experience rather than waste.

We created a cohesive brand identity, including a logo and branding elements that align with the product’s purpose and sustainability focus. This project challenged us to think critically about material choice, user interaction, and the lifecycle of packaging, ultimately reinforcing the idea that good design should be both functional and environmentally responsible.

Approach

Approach

Approach

Our design approach began by identifying a common problem in everyday life and exploring how packaging could be part of the solution rather than just a container. Once we defined the problem, we brainstormed ideas and sketched potential solutions, ensuring that the packaging would enhance the product’s usability. Through research and multiple rounds of prototyping, we refined our concept, testing structural transformations to maximize functionality and sustainability. With the final design in place, we developed a cohesive brand identity, including a logo and packaging design that reinforced the product’s purpose and eco-conscious mission.

Research & Ideation

During the research phase, we explored existing solutions and examined the challenges of extracting toothpaste from a nearly empty tube. We also investigated how product packaging can serve a secondary function beyond its initial purpose. In the ideation and sketching phase, we embraced a broad, exploratory approach, generating a wide range of ideas to push creative boundaries.

Logo Ideation

For the logo and brand identity ideation, we explored various directions but aimed to break away from the traditional, clinical look of toothpaste branding. Given Pressa’s sustainability focus, we wanted a fresh and modern approach—one that felt vibrant and engaging. This led us to choose bright, eye-catching colors and a playful, bubbly font, reinforcing the product’s innovative and eco-friendly nature while making it stand out on the shelf.

Initial Prototypes

During the initial prototyping phase, our biggest challenges revolved around ensuring the packaging remained essential to the user throughout the product’s life cycle. We needed to make it both functional and aesthetically suitable for countertop storage while maintaining a sustainable yet durable material that could withstand exposure to water. Additionally, we had to design a transformation process that allowed the packaging to serve its secondary purpose without adding extra components or generating unnecessary waste.

Initial Prototypes

Final Prototype

Final Prototype

The final prototype of Pressa seamlessly integrates packaging with functionality, ensuring zero waste. Initially, the toothpaste comes in a thoughtfully designed box with perforated sections. Once unboxed, the packaging transforms into three useful components: two holders for the toothpaste and toothbrush, and a third piece that serves as a built-in toothpaste squeezer. The squeezer, designed with a pre-cut slit, securely holds the tube and helps extract every last bit of toothpaste, making the product both practical and sustainable from start to finish.
The final product would be made from a biodegradable yet water-resistant material, such as coated recycled paperboard or molded fiber with a plant-based sealant, ensuring durability in bathroom environments.

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