Popwhite USA – Integrated Branding
Customer: Popwhite / MBKV LLC, USA / Task: Integrated Branding
The brief
To create a visually stunning identity, in sync with the science behind the product, and difficult-to-replicate packaging design for Popwhite’s range of dental cosmetic products (prophy pastes, gels and gums).
The challenge was to ensure a seamless experience for those viewing the brand – be it the identity, collateral, sample cards, or the packs for the various grades and types (regular / vegan) – while ensuring sufficient points of distinction.
Of course, the packaging was to be in sync with the new identity.
Our solution
We devised a visually lean and minimalist identity to demonstrate the product’s underlying science. We then suggested a complex, geometric, monochromatic grid as a base for the packaging, with design elements included to highlight the logo, type of product, grade and flavour.
The regular range was to retain the brand colour palette (hues of purple), and we developed a new palette for their vegan products. The grades were distinguished by a very subtle change in the background watermarked graphic, apart from the text that spelled it out. The result was a set of well coordinated packs for both types of products, all in sync with the brand style and positioning.
The identity extensions and the overall visual language were well established from the design, visual grid and typeface perspectives.
