Market competition means that the need for differentiation is constantly growing. In Jordan's case, packaging communicates almost as much as the product itself, and the company has collaborated with design agencies such as KODE Design and Hareide Designmill in order to develop user-friendly packaging for toothbrushes in line with the principles of the Design for All strategy. During the project, a large group of users were involved in the entire process, including both people with normal functional abilities and people with reduced functional capacity such as children, the elderly, those with impaired vision and rheumatics.

The project was a pilot project under the Norwegian Design Council's innovation programme "Innovation for All". The launch of the new packaging was a success for Jordan, and the company has decided to use "Design for All" as part of its strategy for future product developments.