The Equre brand packaging design wants to turn the daily everyday routine of brushing one’s teeth into an exciting ritual. Calling on ancient legends and beliefs, the design integrates the idea of a special totem pole as a “defender” protecting people’s oral health and cleanliness. The Equre toothpaste comes in a special tube with an unusual design that makes it look like a totem pole for the bathroom. The tube thus becomes part of a game: opening it is like opening the mouth of the totem pole. Each product line features its own totem pole, all of which celebrate the premium art deco aesthetics.