Translating a DTC success story for the Target aisle.
SURI, short for Sustainable Rituals, built the UK’s top-rated electric toothbrush by rethinking the category’s most wasteful habits. Plant-based brush heads, a durable aluminum body, free head recycling, and a B Corp certification earned it a devoted DTC following. But the packaging that worked in a delivery box had a harder job ahead: converting first-time shoppers in US retail, in an aisle owned by Oral-B and Philips.
Online, SURI’s website and ecommerce store did the selling. On shelf, the pack would have seconds to do it alone. Our diagnosis found the quiet, design-led pack was under-communicating the category’s number one purchase driver, cleaning power, and leaving SURI’s clinical evidence unspoken.
The redesign rebuilt the pack from the hierarchy up. A ten-product category baseline established what US shoppers actually buy on, and a claims test found the words that carry SURI’s proof. Our team then designed nine distinct packaging systems, pressure-tested six executions of our hierarchy with consumers, and refined three finalists to face Oral-B and Philips at real prices in a final Purchase Intent test. Every finalist beat the current pack by double digits, and the selected design won where a premium challenger needs it most: consumers rated it the design most worth paying more for.
