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Interapothek Toothpaste Branding Mimics its Meandering Squeezed Contents

 - Mar 26, 2013
References: eduardodelfraile & lovelypackage
It's generally avoided for economical purposes in everyday life, but the making of a serpentine swirl of paste or creme is certainly a recognizable scene. Interapothek Toothpaste packaging embodies that familiar form in the molding of its toothbrushes and in the graphics on its boxes and tubes, establishing a playful and a memorable image.

Designer Eduardo del Fraile aimed to dress up the often clinical aesthetic of pharmacy-brand oral health products. His solution was to bring the toiletries to life with these lighthearted snaking images down the sides of the cartons. Even the handle of the toothbrush was treated to a sculptural form, giving it improved graspability and helping it to stand out. Interapothek Toothpaste packaging is infused with neon color to further emphasize this line of items and highlight the importance of pearly-white hygiene.