Tasked with the redesign of a recently discarded product by Core77's Alan Chochinov at the School of Visual Arts in New York, Leen Sadder designed the THIS Toothbrush. For millennia, people in the Middle East and Asia used twigs from the Salvadora persica tree, which they called called Miswak, to clean their teeth. THIS Toothbrush is inspired by this ancient fact, and eliminates the need for a traditional toothbrush and paste.
Focusing on an interesting packaging strategy to make THIS Toothbrush appealing to Western consumers, Sadder was further inspired by cigar cases and cutters.
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