Normalizing Salt Toothpaste for Daily Use
Tactile textures and natural imagery reinforce preventive care benefits.
Perfect Visuals
through texture & micro-crystals
Leveraged global design template
Enhanced tactile visual cues
Incorporated natural imagery elements
Repositioned product usage message
Highlighted preventive benefits
Timeless Oral Health
Since its inception in 1937, Colgate has built an unparalleled reputation in oral care. Committed to quality, innovation, and consumer trust, the brand revolutionized dental hygiene in India, consistently overcoming market challenges to secure over half the market share. Its journey is a testament to blending rich tradition with modern design strategies.
Innovate, Elevate, Lead
Driven by a vision for sustained leadership in oral care, Colgate aims to further embed innovation and daily preventive care across its portfolio. The strategic redesign of Active Salt reinforces its market positioning by merging traditional natural elements with contemporary design, ensuring enhanced consumer engagement and long-term growth.Authentically Natural
Drawing on age-old dental traditions, the design blends heritage with modern aesthetics. By incorporating a wooden spoon and green accents within the established blue palette, the packaging redefines naturalness while staying true to Colgate’s global identity.
Proactive Oral Care Redefined
In a strategic shift from reactive to preventive care, Colgate Active Salt’s packaging was redesigned to communicate its role as a daily oral care essential. The previous perception of the toothpaste as a pain-reliever was transformed by emphasizing its natural ingredient benefits through innovative visual cues and texture-focused design elements.
Leveraging design thinking, the new packaging highlights micro-crystal details and tactile elements that illustrate the salt’s germ-scrubbing efficacy. This approach not only reinforces the product’s natural origins but also underscores its preventive dental benefits.
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