The Dieline Awards 2017: THIS Toothbrush - The Cutter Case

by Natalie Mouradian on 05/02/2017 | 2 Minute Read

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THIS revives an ancient middle-eastern, natural toothbrush called the miswak: a branch from the Arak tree with natural antibacterial and plaque reducing properties.

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The triangular shape is a modern abstraction of traditional arabesque patterns. The three sided sleeve showcases the product on one side and dedicates a full side each to English and Arabic description. The outer sleeve changes for each sku or special edition, while the natural craft paper interior structure remains the same. The triangle is repeated as a background pattern on both the inner packaging and outer sleeve and also when the boxes are stacked at retail.

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Designed By: Lead Off StudioClient: THISArt Directors: Jordan Diatlo, Leen SadderDesigners: Jordan Diatlo, Leen SadderCreative Team: Dounia Alexandra Nassar

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