SURI Canopy is a refillable toothpaste. A bottle you keep, a measured dose, and cartridges made from a plant-based biomaterial.
We built the visual world for the launch. The interesting challenge was that the brand needed to communicate sustainability without saying it directly. So we made that the rule. Natural elements are always there but always out of focus. The product stays sharp, nature stays soft. They sit together without competing.
The main direction became growth. The canister forms itself from raw matter. The paste moves like a beauty product, not toothpaste. The formula zooms from surface into molecular structure. Every shot was built to explain something about how the product actually works.
That was the part I cared about most. Not just making it look good, but deciding what each image needed to help people understand.
