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
Since Grin’s inception in 2015 with its single toothpaste product, the brand has massively expanded to 3x adults and 2x kids toothpastes, 6x toothbrushes, dental floss as well as grown internationally.
Each SKU uses colour cues to mark out its flavour profile, with a gradient fading to white to reference cleaning your 'pearly whites'. The subtle patterns parallel with the idea of the natural properties in the toothpaste swirling around in your mouth during the process. With propolis as one of the key active ingredients — the curved-shouldered hexagonal element is a recurring icon.
DNA Design 2016
My role: Brand, Product and Packaging Design
Design Direction: Phil Dunstan Brown