Grin came to DNA in the form of untitled tubes, still in development with consumer testing having begun on formulations. We were engaged to create a name, a brand strategy, develop customer understanding and the product story, design and packaging. One of the biggest issues with being 100% natural in the dental industry is perceptions of lower efficacy and poor taste. We needed to get the natural toothpaste looking effective, and to steer clear of associations of being too ‘hippy.’

Best Awards Finalist 2017