Plus Ultra’s debut products, bamboo toothbrushes, were developed to address the global crisis of plastic pollution. The company’s mission is to reimagine the products we use each day to ensure that they won’t be on the planet forever.

Even though the product was unique, PLUS ULTRA was launching into a market with very established brands and to an audience who had been using plastic toothbrushes since 1930. The brand needed a distinct voice to differentiate it from the crowd. 

PLUS ULTRA, which means ‘further beyond’ in Latin, is committed to creating common sense products that support positive change, transcend functionality and serve the greater good through the eco-conscious production of sustainability products.

We executed a full brand development which included: brand strategy, positioning, logo design, package design, brand identity, creative direction, and brand story.

A key element in building the identity of PLUS ULTRA was making sure that the brand was distinctly visible amongst the competition. As a start-up with a limited marketing budget this meant maximizing shelf appeal. We designed packaging with a totally unique shape and colors that stood out from the sea of green eco products and blue dental products. In addition to being dynamic, the packaging utilized one sheet of paper and required no glue, thereby making it cost efficient and avoiding toxic glues. The inner sleeve is made from a sugar and recycled plastic substrate, a solution that maintained the product’s eco-conscious integrity, while allowing the customer to see the product.

The brand has been sold in retailers including Anthropologie, YogaWorks and Whole Foods Markets in California, Nevada, Arizona and Hawaii.