AQUAFRESH
A brand needing a clean break.
Oral care brands tend to fall into familiar patterns – relying on bright, shiny smiles, science-based messaging and uninspiring, indistinguishable packaging. Aquafresh, despite being one of the world’s leading oral care brands, was getting lost in this sea of sameness. Its colour palette was muted and its branding wasn’t working hard enough to distinguish it from the multitude of other options.
Aquafresh’s most distinctive asset was its 3-stripe formula. However, this defining feature lacked prominence on the packaging, diminishing its impact.
Six seconds quicker to find.
Cowan’s objective was to create a new packaging design that would be impossible to miss on the shelf. Harnessing the iconic 3-stripe nurdle, we transformed an unnoticed, under-utilised graphic into a striking and memorable brand icon. The new identity perfectly captures the brand’s confident and approachable personality, significantly increasing its visibility on store shelves – and making it six seconds quicker to find.
A breath of fresh air.
While other brands remained locked in category conventions, competing on science, we created a brand that demands immediate attention. Indisputable, unmistakably Aquafresh.
What we did:
Branding, Packaging
Branding, Packaging
