Parodontax

Paradontax, a toothpaste brand, redesigned its brand packaging globally to reflect its message of treating gums and improving gum health through visual ques.

Design consultancy: InterbrandAdvertiser: GlaxoSmithKline

Executive Summary

Earmarked by GSK as one of seven global brands with strategic priority for the business, parodontax had to achieve some challenging commercial objectives, but most people either don't know or don't care about their gums.

Driven by the belief that the pack is the brand distilled in the hand, a new visual identity and packaging design needed to communicate the brand's new proposition, make it stand out in the category, and provide the visual springboard for a new communications programme. A tall order, especially under the context that competitors were failing...

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