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Crest Rebrand

Packaging
Branding
Motion

A sensory packaging experience for Crest dental products that improves the ease and functionality of everyday use, while therapeutically reconnecting the user to the enjoyment of self-care, bringing peace and satisfaction to the monotonous tasks of oral care. Inspired by satisfaction, whether it be through the appreciation of tactile experiences and invigorating textures, or the enjoyment found in things that cleverly maximize efficiency of use and the tidiness of organization. With attention to detail at the forefront.

Identity

I developed a wordmark that modernizes the brand and reconnects it to the values of a younger demographic. The subtle destruction of the typeface within the “S” and the sharp edges I created on the interior shoulder of the “R” help communicate the modern and technologically advanced feeling that the improved functionality of the packaging creates.

I used red as the main color choice for the wordmark to help further assert this quality of functionality and health by relating to the traditional color scheme of medication while the calming blue helps relate to the relaxing qualities.

Packaging Line

The packaging focuses on both functionality and providing a sensory experience to evoke the theruapuetic practice of self-care to your dental care routine. I used the technique of adding a grid of small bumps to different parts of the packaing forms to create this tactile quality as well as provide grip or function where needed.

All forms except the dental gum will be 3D-printed out of algae-based bioplastic to keep the packaging sustainable.

The toothpaste is designed with a plunger system and a rubber valve mouth to easily squeeze out the entirety of the toothpaste inside, with the texture on the side for grip.

The floss features the same texture on the top for grip.

The mouthwash has the grip texture on the bottom half of the bottle and includes a lid that doubles as a measuring cup.

The whitening strips use an extruded version of the bump texture in order to hold the individual strips.

The dental gum I designed to be created from recycled paper and aluminum foil in order to keep the packaging sustainable.

Prototypes

To create the prototypes I modeled my packaging forms in Cinema 4D, then 3D-printed and hand painted my models fully at home using a resin 3D-printer I purchased. I then printed the graphics as dry transfers and applied them to the painted models.

Brand Activation

Process

I bought an Anycubic Photon Mono X 6K S Resin 3D-printer and learned how to model, slice and 3D-print my forms. I went through rounds of sketching forms and logos, to developing paper prototypes, and then 3D-printing my forms while also conducting brand research and identity development through various techniques and case studies. I hand-painted my forms and explored a range of color explorations before settling on my final color theme for the system.

The toothpaste design was inspired by both the rubber valve in the mouth of the reusable Gatorade squeeze water bottles, and the packaging function of the Hey Humans deodorant design.