by Inigo del Castillo in New Design on Friday 21 March 2014

Design student Nicole Pannuzzo of Arizona State University has found a way to squeeze that hard-to-reach last drop of toothpaste out of the tube. How? By turning the tube into an accordion. Redesigning the typical toothpaste packaging design as a spiral utilizes simple physics to eject the toothpaste more easily and without hassle. As the toothpaste empties, the accordion-like tube collapses, becoming flatter and flatter until there’s no more room inside for the paste to hide in.

While there are other toothpaste-squeezing products on the market, Pannuzzo explains to Fast Company: ‘I researched how many products were out there just to solve the problem of squeezing toothpaste out and it just occurred to me, that we shouldn’t be adding more products, but rather redesigning what we already have’.

She also redesigned the Colgate logo, giving it a modern look that’s more loyal to the brand. She says that while the old logo hasn’t committed any design crimes, it doesn’t stand out from other toothpaste brands and it doesn’t stay true to their original ribbon-inspired logo. So in her logo makeover, Pannuzzo created a red ribbon that folds itself into a letter-C icon.

The entire project took the young designer around 100 prototypes, but it looks like the hard work is paying off, as the Colgate advertising team is already interested.

Via Fast Co. Design