Image Credit : Brooke Maloney
Project Overview
White Glo is one of the original brands in teeth whitening and led the way with in-home tooth whitening products almost 30 years ago.
Since the creation of the category and this brand, the market has changed significantly, with many toothpaste brands now selling whitening products in stores and through social media. It was time for an update in line with this shift.
Project Commissioner
Project Creator
Team
Greg Boulting - Design Lead
Jan Macik - Finished Art
Georgie Webb - Designer
Gerald Puse - Project Manager
Project Brief
Our design solution was to transform the brand from a clinical commodity into a symbolic lifestyle choice. This was established through our striking visual language, evident through a bold new word mark which delivers a sophisticated, modern aesthetic whilst simultaneously feeling approachable and timeless.
Project Innovation/Need
We de-cluttered the pack to allow it to stand-out in an otherwise busy supermarket category.
The pack has been designed to give bathroom bench-top pride. The final result is a pack you'd be happy to have out on your counter in your bathroom for all to see. Overall, the revamped pack fits well on social media and will take its rightful place as an essential item in anyone's beauty regime.
Whilst the range of products is huge, we created a system that appears to be uniform and consistent across the many different shapes and formats of the various whitening products.
Design Challenge
A mint green colour was selected to dominate all packs and own a colour that would become unique to the brand and dominate the shelf. The selected colour denotes freshness and is from a modern, millennial palette.
The brand mark is an evolution from its former self. The metallic finish elevates the pack and creates movement when you walk past it in the supermarket aisle.
A glowing radiance system of patterns which are organic shapes, emanating from a glowing source were created as assets within the new White Glo toolkit.
The labels main information holding shape takes cues from an apothecary label to give reassurance and cues towards superior efficacy.
The design story unfolds on the back of pack which delivers a clear, comprehensive aesthetic, whilst echoing the new distinct front of pack design.
Effectiveness
The fresh new White Glo aesthetic stands to truly create disruption in the oral care category. The single-minded colour across the whole range creates unparalleled shelf-blocking and stand-out within the supermarket environment.
“We are very pleased to have partnered with Boxer and Co on a major branding and positioning project for White Glo. The Boxer and Co team has delivered excellent work throughout from research to strategy to design and to completion.”
Jeffrey Wong,
White Glo Company Director
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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