Box Vox

packaging as content

September 20, 2011

Toothpaste Tube Squeezers & Human Endeavor


EZTubeSqueezer At Eastpack this Summer we met Ray Liberatore who showed us the “EZ Squeeze Tube.” Having recently broached the subject of consumers actually cutting open their toothpaste tubes (in order to get what they paid for) now seems like a good a time to take a look at Liberatore’s package-improving product.

Tube squeezers are one of those inventions that point up the inadequacy of a certain kind package. Up until the invention of the can opener, cans were being opened with knives and rocks. (See: Early Can Opener Patents)

The toothpaste tube has provided a similar inspiration for human endeavor. Consider the range of patented ideas shown above, invented between 1919 and 2010.

Although they make a reusable consumer product (inset above right) Liberatore’s real innovation is in proposing that such a device should not just be a packaging accessory, but an integral part of the package. Not such an outlandish proposal considering how adverse many consumers are to wasting even a small amount of something they’ve purchased. What’s more frustrating than a package with inaccessible contents?

(More patent illustrations of toothpaste tube squeezers, after the fold…)


Randy Ludacer
Beach Packaging Design