Student Nicole Pannuzzo unofficially redesigned the toothpaste tube into a shape that collapses like an accordion as it gets used up.
Arizona State University interior design student Nicole Pannuzzo has given the familiar Colgate toothpaste packaging an unofficial upgrade by turning the tube into a collapsible container.
Pannuzzo went with a pleated helix design that is pushed down to squeeze out the toothpaste. The redesigned container also collapses as the tube is emptied over time. The new toothpaste container is designed to help the user get the most out of the product and leave nothing to waste.
Pannuzzo also redesigned the brand logo by combining three elements: the old ribbon branding, a pearly white tooth, and a sparkling diamond.
View images of the project below.