Featured image for Meet Your Main Squeeze ROCC Toothpaste

Meet Your Main Squeeze ROCC Toothpaste

by Chloe Gordon on 07/06/2021 | 3 Minute Read

I've spent my entire life waiting for a toothpaste tube that isn't a sight for sore eyes. We get it; blue and white colors are reminiscent of cleanliness, water, and white teeth, but the market needs a shakeup.

That's precisely what ROCC is doing. This is a natural toothpaste brand that's so self-aware that they understand that typical "natural" branding isn't going to get them anywhere. So instead, Date of Birth designed this tube with funky, proud, and exciting packaging through the typography and color system that'll inspire you to keep this tube on your bathroom counter.

Not to mention, the tube is biodegradable and can break down in as few as six years, a stark difference from the 500 years it takes your average tube.


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Meet your new main squeeze, ROCC — the natural toothpaste that thinks about footprints almost as much as teeth. ROCC is unique from other boring natural toothpastes out there in the market, we were done seeing the same "natural" recycled look on other brands, and created a visual identity that looked both nostalgic and brand new at the same time. Something you would love to have sit proudly on your sink, not in your drawer. Not only this, but the product uses a biodegradable tube that breaks down in as little as 6 years. (not 500 years like an average tube)

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