THIS Toothbrush

  • THIS toothbrush
    Oral hygiene revisited

    Update #3: We have a brand new website!
    We've launched a new website at, and you'll soon be able to shop for THIS online! Stay tuned for more exciting updates. 
    Update #2: This Toothbrush is funded!
    September 20, 2013
    After a rigorous few months on Zoomaal, a brand new crowdfunding platform for creative projects in the Middle East, we've managed to raise $18,000 towards production. Thank you to everyone who helped us reach our goal, and make sure you stay tuned for updates by following our Facebook page
    Update #1: WE HAVE BIG NEWS!
    July 18, 2013
    THIS Toothbrush is finally ready for production, and it needs your help. We've launched a campaign on a brand new crowd-funding platform and we're counting on our followers and supporters to help us reach our $18,000 funding goal. Check out the FULL campaign here:
    Watch the campaign video below to hear the full story:
  • 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!


    The Dieline


    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