GO SMiLE and its strategy partner, Tattoo, came to us to rebrand and repackage GO SMiLE, Smile Whitening System as well as develop the FLASH LiTE’S companion product. The goal was to better fit the luxury personal care category and to stand out in retail environments such as Sephora and Nordstroms. Information architecture, brand messaging and a library of design assets were key components to the redesign, allowing the product line to grow with ease and consistency.

 

GO SMiLE’s proprietary delivery system–the ampoule–is reinforced throughout the redesign of both the logotype and the packaging to help differentiate this brand from other teeth whitening products. It was important that the brand be gender neutral and clinical and yet fit into the cosmetic beauty category as well. We worked extensively with stock photography and photo retouchers to develop a library of about 300 ownable “smile images” for a variety of applications. A detailed style guide provides instructions for the use of the new assets.