Mimo Refillable Toothpaste


İstanbul, Türkiye

Mimo is a unique and high-end-looking toothpaste “tube” that is designed for those who are environmentally sensitive. Mimo was designed with the intent to deliver consciousness with quality.
With its friendly-looking design and three harmonious color combos, mimo offers the users a pleasing experience that involves never discarding a tube ever again.

According to the reports, over 1 billion toothpaste tubes are thrown away into landfills each year in the US. Just like any other squeezable tube-like sunscreen, toothpaste tubes are nearly impossible to recycle.

Toothpaste tubes can often contain a thin layer of aluminum and be made of various types of plastic – making it challenging for recycling plants to separate and process them.

With increasing environmental consciousness there is a growing demand for specialized refilling stations for various products. Mimo’s refilling system works just like any other refilling station, but with a twist.

The tube fills up from the bottom with the help of the pressure the stand offers. Mimo lets the users to see and decide when to refill the tube with the transparent bottom half.

For a product that aims at zero waste, packaging was also designed equally sensitive. Unlike regular opaque papers, the packaging is made of a semi-transparent paper called “vellum” which is made from pure cellulose fibers.

Each color combination has its own strap-color tinted packaging. The frosty finish references the bottom of Mimo.

Designers: Pelin Özbalcı & Sergen Çağlayan