The client is a chain of dental clinics that have decided to launch their own brand of premium oral care products available for sale in dental clinics and premium stores. The premium products contain natural oils, enzymes and diamond powder for long lasting care. The product line is not limited to classic toothpastes, but also includes pastes for veneers, implants, as well as foam and rinse in personal travel sachets. Created for retail throughout the Russian marketplace with the prospect of subsequently entering the international market.

The brand offers an extensive range of essential and unique oral health and dental care products for those with a discerning taste that appreciate both a sophisticated product design and a healthy smile and see it as a way of self-realization.
While working on this project, we paused to think about how we could turn the ordinary routine of brushing one’s teeth into an exciting ritual. We wanted to convey the exotic flavors of this handcrafted product, alongside its oral care properties. That’s how we turned to ancient legends and beliefs and went back in time to the days when people used to create totem poles and believed in their protective powers. We’ve created a special totem pole for our customer: a defender to keep in your bathroom protecting your oral health and cleanliness. This image became an integral part of our packaging. It turned the process of using the tube into a game: when you open it, you open the totem pole’s mouth.

The product line is a depiction of totems in the luxurious aesthetics of art deco, which highlights the premium product and the close attention it pays to every last detail, from design to quality ingredients. Equre pastes and foams are not supplied in regular tubes, but rather in bottles with dispensers similar to those designed for fine cosmetic products. The form of packaging is much more conducive to apportioning the optimal amount of the product. The bottle is an independent art object and serves as a decorative item for the bathroom. Each product line has its own totem pole. To represent the flavors, we used a pattern of ingredients. Our branded tube can be reused as a fancy travel toothbrush case.

The product has already been launched and is currently available in top clinics and on the largest online stores in Russia. The product is admired by both the target audiences and the professional community alike.