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Brand Center Curaprox Create Rebranding and Reduction in Plastic Secondary for Toothpaste Packaging

Brand Center Curaprox Create Rebranding and Reduction in Plastic Secondary for Toothpaste Packaging

The challenge was to design a new carton packaging for our whitening toothpaste brand: Be You. The former packaging made out of transparent acrylic was experiencing a decline on-demand in some markets due to its overuse of plastic in the external packaging. The new packaging made out of carton has a window which allows touching the tube since the haptic has always been a highlight of the Brand BeYou. The rebranding of the packaging uses a lively colour palette and the fun lifestyle design elements that have characterized the brand.

CREDIT

  • Design Agency: Brand Center Curaprox ( Curaden AG )
  • Organisation/Project Type: In-house, Published Commercial Design
  • Article Title: Brand Center Curaprox Create Rebranding and Reduction in Plastic Secondary for Toothpaste Packaging
  • Brand / Project Name: Curaprox
  • External Design Credits: Art Direction Thomas Bolliger, Graphic Design Lucas Guidetti
  • Production Credits: CAG Cartonnagen AG
  • Strategic Deliverables: Brand Strategy, Product Naming
  • Design Deliverables: Packaging Design, Photography, Brand Identity, Identity System, Branding, Brand Redesign, Rebranding
  • Location: Switzerland
  • Market Country: Multiple Countries
  • Market Region: Multiple Regions
  • Product Category: Health & Beauty
  • Consumer Packaging Format: Box, Tube
  • Consumer Substrate / Material: Plastic, Pulp Carton

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