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.