“Traditional oral care doesn’t have brand love, and in my opinion, it’s very pharmaceutical."
-Shaun Neff, Beach House Group Co-Founder
Reshape the oral health experience from brushing teeth to naturally beautifying smiles.
Scaling up the Zero callout to the top of the package prioritizes the benefit over the branding.
The peppermint leaves on the original design were moved closer to Colgate's logo to reduce the brand mark's medicinal feel.
Lastly, we aimed to capture the sleekness of cosmetic packaging by adding mint green gradients at the product's base and top.
Brand and Categorical Audit
56% of consumers globally are interested in & actively buying beauty and grooming products with natural claims
This segment experinced record-breaking growth from 2013-18. By 2025, segment is estimated to be valued at 25.1 million
Toiletry products with sustainability claims achieved greater dollar growth compared to the total category (13% vs 1%)
The oral health category has a very medicinal feel. Traditional products in the category do not feel friendly or approachable.
Natural and sustainable products are becoming
the expectation in the oral health category.
Less wasted product
Longer shelf life
Meet the Team
Angel Song-Creative Brand Manager
Ellie Proctor-Creative Brand Manager