Case Study: Tom’s of Maine

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A new look affirms sustainability amongst the brand’s many promises.

Tom's of Main Product line


  • Tom’s of Maine wanted to update the packaging for the secondary pack and tube for its toothpaste line. In early stages of the pack design process, Behaviorally tested the design solutions to look at new designs relative to the existing pack.


  • New designs were a significant departure from the existing pack approach, including a clever treatment that turned sustainability and social messaging into an engaging, colorful, and distinctive graphical “wallpaper.” The results of the research identified Benefits and Barriers to purchase, providing a clear path to decision support for the design solution to pursue.

Growth Outcome

  • The new design was launched in 2021 as part of an overall brand update, and has maintained brand awareness and anticipated sales.

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