The 5-Year Journey to
Reinvent
Reinvent
the Toothbrush
Developing a new product is equal parts thrilling adventure and steep uphill climb.
There are moments when it feels like the stars are aligning and moments where you wonder why you started at all.
Developing a new product is equal parts thrilling adventure and steep uphill climb.
There are moments when it feels like the stars are aligning and moments where you wonder why you started at all.
This is the story of KIF, our portable, eco-friendly toothbrush kit.
It’s a story of ideas, prototypes, failures, comebacks, and a relentless
belief that we could make something truly different.
The Beginning
Project CYBR Brush
It all started with a name: CYBR Brush, inspired by the Cybertruck metallic, rigid, and built to last.
The mission?
To fit a toothbrush, toothpaste tabs, and floss into the smallest possible case, making it:
Light
Eco-friendly
Ready to use daily or on-the-go
We broke the project into five core parts
The case | The toothbrush
Handles | The bristles
The toothpaste tabs | The floss
Version 1
Titanium Dreams
Harsh Reality
The first handles were made of titanium.
Rust-free, Naturally
antibacterial, & Lightweight
Perfect in theory. But when we tested them, brushing felt… awful. Titanium was too hard against the mouth.
Our Fix?
Bristles head without silicone jacket
Bristles headwith silicone jacket
The idea was clever...
but the public’s reaction wasn’t.
“Chewing gum” and “oral care” just didn’t mix in people’s minds.
So we pivoted. We switched the case to tin, rebranded from CYBR to KIF (“keep it fresh”),
and thought we were ready for launch.
The First Launch
And the Painful Feedback
We rolled out our first tin-case KIF, complete with British-made toothpaste tabs and PLA eco-floss from China.
It felt like the pieces were in place.
Until the reviews came in.
- The tin case was bending and breaking.
- Bristles wore out after just a few uses.
- Tabs arrived melted into mush before customers even opened them.
It was a gut punch
especially with $300,000 worth of stock in hand. We halted shipping immediately. If KIF was going to survive, it had to be rebuilt from the ground up.
The Rebuild
Every Detail, Redone
We reimagined
every single component
Tray configured for precise component fit;
tab case engineered with an airtight seal to maintain freshness.
Bristles
Replaced the titanium brush shell with a redesigned version that’s gentler on teeth, and upgraded to Perlon’s green Medex bristles for improved performance and comfort.
Floss
Engineered a new, user-friendly lid for the floss compartment to enhance accessibility and ease of use.
Floss Supplier
Moved to Italy, partnering with one of the world’s best floss makers for unmatched quality.
Every choice was deliberate. Every flaw from the first launch was addressed.
The Final KIF
Five years, countless prototypes, and more than a few tears later,
KIF Is Ready!
We can’t wait for you to hold it, use it, and see the journey reflected in every detail.
Testimonials
