Mieta Natural Toothpaste is a conceptual brand designed by Moonpie Studio that turns a bathroom staple into something beautiful. Most notably, though, the project ditches the toothpaste tube and offers a refillable alternative. Plus, it rids consumers of the all-too-common frustration of attempting to get all the toothpaste out of the tube. 

The packaging design leans on typography with a sharp contrast between blocky sans serif for the brand name and a loose, handwritten script for the flavor, giving the brand a timeless quality. The colors do the heavy lifting with bright citrus orange, cooling mint blue, each shade tied directly to the ingredients inside. The jars are pared-back white, while the boxes carry the punchy hues, creating a balance between clinical and playful.