THIS revives an ancient middle-eastern, natural toothbrush called the miswak: a branch from the Arak tree with natural antibacterial and plaque reducing properties.
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.
Designed By: Lead Off Studio
Client: THIS
Art Directors: Jordan Diatlo, Leen Sadder
Designers: Jordan Diatlo, Leen Sadder
Creative Team: Dounia Alexandra Nassar
