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getting noticed and chosen...


Since its launch, over 30 years ago, Aquafresh® has grown to become one of the world's largest oral care brands. Due to an ever-expanding portfolio, inconsistencies had developed across the range resulting in an impact on navigation and shelf presence. Therefore the design objective was to create a new consistent look for the brand that could be adopted across multiple markets.


Our approach was to increase shelf standout and reconnect with our primary target shopper on a more emotional level with the support of functional benefits. The new identity heroes the 3-stripe nurdle® in a bold and ownable way that embodies the brand’s confident and approachable personality. This significantly improves brand visibility at shelf, making the brand much easier to navigate and shop.


Initial market research showed that the ‘Time To Find’ on shelf was significantly reduced in comparison to the previous design.

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