Adrian Candela


Electric toothbrush design



Born from the idea of providing a simpler and more intuitive brushing experience that fits the modern lifestyle, yet doesn’t break the bank. The goal was to disrupt the crowded oral care market by introducing an electric toothbrush with a unique flare and personality that would simplify the user’s experience while providing all the necessary benefits.

Designed at Prime Studio in collaboration with Stuart Harvey Lee and Jochen Schaepers. Creative direction by Stuart Harvey Lee.

The challenge was to create a product that felt professional, yet looked like it belonged in your bathroom, not a dentist’s office.


To match the brand’s personality, we focused on creating a design that was both functional while still being playful at the same time. We removed excess features to create a handle that has an inviting shape with a large soft-touch area that guides the user’s hand as they rotate the brush and an elegant stand that compliments the design.



To remove the pain of an ever-present charging cable, we created a removable charging puck, which allows for a cable-free experience when the brush is not being charged. We also designed an anti-slip rubber bottom that comes off for easy cleaning to solve for that inevitable gunky buildup. Simple and clean!


I didn’t think it was possible to get excited about a toothbrush until I got a Goby.
— The New York Times
Featured in the November 2016 issue of   GQ

Featured in the November 2016 issue of GQ