Enhanced packaging for sensitive oral care
Designing Packaging Graphics that merge the otherwise distant spheres of gentle sensitivity with clinical efficacy
Unified Range
1 system, multiple SKUs
Integrated clinical cues
Unified sensitive range
Enhanced product differentiation
Global design system rollout
Strengthened brand communication
Heritage and Trust
Since 1937, Colgate has been synonymous with oral care in India, evolving from modest beginnings to a market leader. Its commitment to trust, innovation, and exceptional efficacy has defined its legacy and set industry benchmarks.
Innovate, Inspire Forward
Colgate aspires to elevate its market positioning by embracing innovative design strategies and expanding its sensitive oral care range globally. This vision is realized through actionable strategies that drive measurable growth, reinforce brand distinction, and meet evolving consumer needs in an increasingly competitive landscape.Clinical Edge in Sensitivity
Informed by meticulous research, the team discovered that while Colgate’s packaging had focused solely on gentleness, competitors successfully conveyed premium, modern, and clinically innovative cues. The initial range lacked consistency, with products presenting disparate benefits based on pricing, thereby diluting the overall brand message.
To address this, Elephant crafted a two-step action plan that unified the product range under one comprehensive design framework and infused premium clinical cues. By balancing scientific credibility with gentle care, the redesigned packaging not only enhanced product believability but also aligned with evolving consumer habits—treating sensitive care as an essential, everyday oral maintenance solution.
The Fine Balance between soft-and-potent
The redesigned packaging system employs a consistent template across the entire toothbrush range, anchoring the iconic Colgate smile on the lower half of each blister pack while introducing distinct visual variations on the top half. This approach not only reinforces brand familiarity but also allows each product to communicate its unique benefits effectively. A subtle blue, lowercase "gentle" cue elevates the perception of expertise, distinguishing the sub-brand within the broader range.
Differentiation is further achieved through thoughtful structural elements. Premium variants feature a capsule-shaped pack with a silver enclosure for the “Ultrafoam” toothbrush, emphasizing a sense of motion and advanced hygiene. In contrast, regular variants maintain a standard rectangular format, with design accents around the brush head that clearly delineate the product hierarchy and benefits.
Global Packaging Triumph
Our Solution was met with overwhelming approval from Colgate, prompting its global rollout across all sensitive-care products. Each launch has achieved remarkable success, reaffirming the success of our work.
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