Dentist Rob Stead came to our creative agency with a brief to brand his new range of teeth whitening products for launch. Prosmile+ doesn’t use peroxide to bleach teeth, and so it was important to convey the fact that it’s kinder to teeth in the branding and packaging.
Because Prosmile+ was going to sit in high-end beauty salons, we knew we needed to do something different to our competitors. Other dental products have an old-fashioned, Americanised sheen that makes them all a much of a muchness. We wanted to create something clean, contemporary and disruptive, while still showing off the product benefit.
Rather than trying to compete with other dental products, we took inspiration from the world of boutique healthcare, crafting a look and feel more aligned to a luxurious soap than toothpaste.
We built the packaging from two-part rigid cartons, to give an immediate impression of scientific rigour and trust. We chose a distinctive linear texture as the main brand asset for the base, to contrast with the clean white of the lid.
The soft pastel colours and woven pull-tab add to the feeling of gentleness and kindness, creating an identifiable range that’s stylish and aspirational.