Mouthwashes can do more than just give you fresh breath. As a useful addition to daily oral care, they contain active ingredients which help to protect our mouth from bacteria build up and reduce the risk of tooth decay. Younger consumers are often not aware of the advantages of mouthwash and are more likely to use chewing gum. The packaging design of Colgate's 3 new mouthwashes presents the benefits in a style that appeals to Generation Z!
The on-pack abstract shapes remind us of ice crystals, diamonds or bubbles and are always related to the respective product benefit. We have developed a style with a dynamic look, easy-to-understand icons and a modern all-round design that makes mouthwash attractive again!
Our design team possesses experience in this category having been responsible for the 2020 launch of Colgate mouthwashes. By taking a deep dive into the category and being involved in market research we came up with a powerful and effective way to grab the attention of the target group. After the relaunch in 2023, our 360° design of the pack has achieved an even clearer, tidier look, providing information with the help of target group-specific iconography. Instead of a medically prescriptive style, we broke with convention, choosing a lifestyle approach with straightforward yet emotional storytelling.
