the 2-in-1 travel-friendly & sustainable sonic toothbrush.
summer 2025 | 8 week “power tool” studio project
how can a toothbrush change the future of hygienic habits and sustainability?
my recommendations for the future of oral care and inclusive design in response to colgate’s modern toothbrush, “hum”.
look familiar?
mess on countertop
“stale”-ness of paste
and, there’s more than just this common mess. new research shows that 10% of americans brush their teeth correctly.
AMERICAN POPULATION
According to a study by Delta Dental, 31% of Americans fail to brush their teeth at least twice a day, with two percent admitting to not brushing at all. Their study also found that many people have gone days without brushing their teeth.
CHILDREN
Several issues can arise when children 6 and under use excessive amounts of toothpaste: when children use too much toothpaste with fluoride, they run the risk of fluorosis, a cosmetic condition that can change the coloring of teeth, said Gregory Olson, D.D.S., chair of pediatric dentistry at The University of Texas Health Science Center School of Dentistry. In severe cases, fluorosis can cause pitting in the teeth.
Inger Anderson speaking about the growing eco-anxieties and need for global change at COP 14 in Uzbekistan, 2024.
Bringing disruption to the world of oral care:
Eco-friendly package and recycling are the top two sustainable claims featured on oral care product launches; they are also the fastest-growing claims.
Source: Future Market Insights: Oral Care Market, June 2023.
How brands are responding:
According to an article by Medium, about 50% of elders ages 75+ have problems opening and dispensing the toothpaste onto their brush, leaving this group discouraged to brush their teeth. Some with extreme dexterity problems even admitted skipping their brushing routine.
TRAVELERS
In April 2024, Aldi introduced plastic-free packaging for its everyday toothbrushes to make it easier to recycle the packs at home.
what is absolutely necessary for the toothbrush to function? how does it actually work?
spinbrush “pro-clean” electric toothbrush, $8.99 at meijers
THE FEATURES
ADULTS 75+
Share of oral care launches with eco-friendly claims, 2019-20 vs 2022-23.
Simply Zero, a lifestyle store in downtown Cincinnati, offers sustainable products and services, including a zero-waste refillery with toothpaste tablets.
but how can a toothbrush appeal to younger generations?
Meet Alison Probst, an experienced designer and educator from Basel, Switzerland.
Alison, an aging adult with busy kids and playful grandkids, loves spending time with her family who lives all across the U.S, but has always struggled with her immune health, even as a child. Her family moved her from England to Switzerland to ensure her health, and that’s where she spent most of her time reading and designing on her own.
As she got older, Alison continued to struggle with her health and noticed she got sick easier than her counterparts. As a student of hers before college, she taught me so many valuable lessons about design, with empathy at the center of it all. This connection with Alison has lasted years, and many visits, chats, and snacks being a part of it.
The focus on sustainability is prompted by consumers' growing eco-anxieties and government initiatives. For example, initiates like The European Green Deal intensifies the pressure on brands operating in the EU to adopt more sustainable practices.
“It is time to lay political differences aside and focus on this little blue planet, teeming with life. Time to lift our sights to our common goal: a pathway to a sustainable and safe future. We do this by agreeing on the resolutions before UNEA-6 to boost multilateral action for today and tomorrow, and secure intergenerational justice and equity.”
-Inger Andersen, Executive Director of UNEP
how can a toothbrush not only help solve this universal hygienic issue, but adapt to a more modern and technological world with ever-changing trends?
but first, let’s CONSIDER OUR FUTURE.
breaking down your typical electric toothbrush and asking all the right questions
re-imagining the process: how does this new routine guide the design of the toothbrush?
basic form exploration
leakage while traveling
mode of actions
concentrated toothpaste vs toothpaste tablet: mode of action comparison
round one // 10 initial models based on overall form and hand ergonomics
chosen + inspired forms
ergonomic exploration
final chosen design direction
physical prototyping: how does the form intuitively explain how to use the brush before the user even interacts?
round two // 9 refined models based on external details and internal storage
round three // 7 3d printed models based on final directions including minute changes and details
the prototype
round four // separating a rough model based on how the parts would be separated as a real product
brush head + bristles
THE COLORS
Lavender
Shore
Cobalt
HUM: RE-IMAGINED.
internal reservoir + power button
tablet resevoir
tablet dispenser
THE INTERNALS
Based on a 2017 survey conducted by the e-commerce store of travel sizes, Minimus.biz, toothbrushes were the #1 most forgotten item by US-based travelers. As a result, an exasperated 10% of the respondents said they end up spending travel money for new toiletries and cosmetics, because they forgot to pack essential items.
these statistics can easily add up when it comes to having poor oral care habits. what if there was a way to address some of these challenges?
This is where I learned more about Ms. Probst and her struggles with aging over time. Noticing and hearing about the smallest struggles she had, like opening a strawberry jam jar for her family breakfast, lifting a suitcase while traveling to see her kids, and twisting open a toothpaste tube are just some examples of problems with solvable issues that have the ability to make a large impact in design.
Ms. Probst helped me ask an important question when it comes to designing with empathy: how can I change one simple, everyday product to make life easier, more accessible, and more effective for all people, and not just people who don’t think twice about their health or ability to preform basic life tasks like brushing teeth?
Prepare for a greater focus on sustainability in global markets:
The world's first plaque-fighting tea, qii, is proven to “keep your mouth fresh, tastebuds happy, & your body healthy”.
Ms. Probst’s dinner table with snacks and drinks for a group of young female designers last June.
Let’s begin to look at the rise of natural personal care within the last decade:
In 2024, manufacturers’ sales of natural personal care products were expected to reach over $9 billion USD.
Source: Kline: Natural Personal Care, 2022.
Let Gen Z lead the beauty & personal care market!
The Gen Z brands to the left fall under the “pop play” archetype: design features include bold typography, vivid contrasting colors, and some have claims of being affordable, plant-based, and cruelty-free.
“Visual impact is important to Gen Z shoppers […]. Virality on TikTok is, of course, a major driver of trends and therefore revenue opportunities; attention-grabbing products and branding that cater to the heavily-visual platform are key.”
Addison Cain, Beauty Strategy & Innovation Manager at consumer data and trend forecasting firm Spate.
where does Colgate’s “Hum” toothbrush fit into this equation?
Manufacturers’ Sales and Growth of Natural Personal Care in the United States, 2017 to 2018.
collaboration with fitness brands to promote overall wellness
Manufacturers’ Sales and Growth of Natural Personal Care in the United States and Canada, 2018 to 2023.
the brand:
human centered design: ergonomic grip for children
the opportunity:
Colgate’s electric toothbrush, Hum, falls under this “pop play” archetype with its bold, bubbly, soft, playful, and approachable design and branding. The attention to detail visibly stands out: the rounded end of toothbrush is seen throughout not only the form, but even shines through the curves of the principal typeface, reminiscent of smiles and teeth.
downloadable app connecting phone to brush
though Hum stays consistent to current design trends and needs, it misses an opportunity when it comes to sustainability— this is where it inspires me to seek for a solution.
how can I separate this toothbrush from existing ones on the market?
what’s out there: form + function analysis
though it is important for the design to be sleek and follow the Hum’s form, it is more important to promote better oral health care: electric toothbrushes provide a superior plaque removal, reduction of the risk of gum disease, and advanced technology features like sonic vibrating bristles that manual toothbrushes cannot provide.
multifunctionality + sustainability analysis
it is not only important to stay updated with current brand and design trends, but it is even more important to be considerate of our future as stated before. there is room for improvement in the multi-purpose/sustainability realm and a gap that can be filled by Hum to make a new, sustainable, and unique teeth-brushing experience.
THE OPPORTUNITY
while there are sustainable, “travel-friendly”, and multifunctional toothbrush options, none of these abilities seem to be grouped into one toothbrush, which is where the “hum” 2-in-1 toothbrush comes in.
Travel-Friendly
THE OBJECTIVES
form inspiration: FORM FOLLOWS FUNCTION
form ideation: low-fidelity to high-fidelity
since toothpaste is stored within the brush, it saves the hassle of holding two daily products while on-the-go. TSA’s liquid constraint limits the amount of liquid in the user’s carry-on bag. this way, this toothbrush drastically saves the worry of storing too much liquid.
OPPORTUNITIES WITHIN OBJECTIVES
Sustainable
unlike traditional toothpaste tubes, toothpaste tabs contain no water or microplastics, and they eliminate the need for single-use plastic tubes that clog up our landfills and oceans. the average human uses six tubes per year: that’s 20 billion tubes avoided globally.
Ergonomic
for kids, older adults, and those with disabilities, the simple act of squeezing toothpaste can become a formidable obstacle. the ability to dispense tablets out of the brush with just one motion creates a small change that has a profound impact the user’s quality of life.
staying current with industry trends (via @humbycolgate instagram):