To respond to competition, a major toothbrush manufacturer needed a large-handled premium toothbrush to add to its retail line. We were contracted to help. Our industrial design team focused on minimizing development time while maximizing comfort, style, and appeal. We led an extensive research effort that included focus groups, one-on-one interviews, and an anthropological study of the grips and motions used in brushing. Included in the study were novel rapid prototypes that enabled a single set of handle concepts to be used with replaceable sterile toothbrush heads, allowing multiple users to brush using each handle concept.