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SMART MOUTH
Challenge: Update previous package and tell a bigger story for the brand. Enhance perceived quality to attract new users while keeping package familiar to current customers.

Solution: From the top down, BSD created a revitalized language for the brand. Starting with a new logo and “Activated” treatment. The 12-hour message is still central to the brand promise but had to be setup in a new way so that it could work within the context of additional messages. With a strong color block BSD ensured that this claim was front and center while balanced among the additional product benefits.

The same principles were applied to the Advanced Clinical Formula product as well as their unique toothpaste. A strong design system connects this family of products at retail and commands attention as the premier solution for eliminating bad breath.

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Previous Packaging: The limited focus on 12-hour fresh breath didn’t tell enough of the SmartMouth story. The flat green and white boxes did not convey a premium product.
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Logo Refresh: Building off of the recognizable features of the previous logo, BSD modernized the mark with a contemporary type treatment and encapsulated the idea into a text balloon, creating a more powerful logo that truly “speaks to you”.
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