Refillable toothpaste pump

SURI set out to rethink one of the most familiar objects in the bathroom. Rather than another disposable toothpaste tube, the ambition was to create a permanent countertop object designed for long-term use, transforming a daily routine into something more considered. The result is a refillable dispensing system that elevates both experience and sustainability, replacing single-use packaging with a durable product designed for repeated refilling.

INtroduction

Toothpaste is a highly habitual interaction, repeated thousands of times over a lifetime. The challenge was to improve something so familiar without disrupting its simplicity. Working closely with the SURI team, we developed the industrial design of a refillable dispensing system that encourages a more considered approach to everyday oral care, creating a product people would be proud to leave on display rather than hide away. Designed to remain in use for years, the product shifts the focus away from disposable packaging towards a long-lasting object that supports a more sustainable routine through repeated refilling. Complementing the reusable dispenser, the refill cartridges are made from Shellworks' home-compostable Vivomer™ material, reducing waste while supporting a more circular approach to oral care.

Building on SURI's existing design language, we explored how the product could evolve into a distinctive new addition to the growing ecosystem. The development centred on creating a unique silhouette that felt immediately recognisable while remaining unmistakably SURI, balancing familiarity with progression as the brand expanded into a new category. Simple geometry, refined proportions and restrained detailing create a calm, architectural presence that sits naturally within the bathroom environment. Every surface and transition was carefully resolved to reinforce the premium character of the brand while ensuring the product feels approachable and intuitive in everyday use.

The design focuses on creating an interaction that feels effortless from first use. Careful attention was given to ergonomics, proportion and the relationship between the hand and the product, ensuring the dispenser feels comfortable, stable and reassuring throughout use. Designed around longevity rather than disposability, the system combines a permanent countertop dispenser with replaceable toothpaste cartridges, encouraging long-term ownership while reducing waste. By pairing a durable product with refill cartridges made from Shellworks' home-compostable Vivomer™ material, sustainability becomes an integral part of the product architecture rather than an afterthought.

The project was developed through close collaboration with the SURI team and technical partners, combining industrial design with engineering expertise to bring the product to life. Our role centred on shaping the overall product experience through form development, ergonomics, visual identity and refinement, ensuring the final design felt both distinctive and true to the SURI brand. The result is a refillable dispensing system that builds upon SURI's vision for more sustainable oral care, demonstrating how thoughtful industrial design can create products that people genuinely want to use, display and keep for years.

Collaboration