Design: Irina Goryacheva
Location: Russia
Project Type: Student Project
School: Higher School of Economics
Tutor: Leonid Slavin
Packaging Contents: Toothpaste
Packaging Substrate / Materials: Plastic, Cardboard

[Цыц!] “Tsyts!” (shh!) is an interjection expressing a strict request to be quiet or to make someone stop talking. It is both strict and playful at the same time.

When you are brushing teeth you are supposed to be quiet and focus on the process to make it more efficient. That’s how the name for the toothpaste appeared. We use toothpaste to clean teeth and make breath fresh. It is a simple healthcare product that is supposed to make our teeth healthy and beautiful.

Most people think of brushing teeth as of unpleasant daily routine. According to statistics many people still try to skip brushing their teeth in the evening. While working on the project we were thinking of how we could turn the annoying routine of brushing teeth not only into positive habit, but also into daily ritual, like meditationm brushing teeth is a daily habit.

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