Brand and packaging design for Mouthy - a premium oral care brand based in New Zealand.
Mouthy founder Mindy Evans, was frustrated that the endless variety of toothpastes at local supermarkets all looked the same and were a let-down in terms of their aesthetic and appeal. “It's no wonder toothpaste is hidden away in the draw beneath your bathroom vanity despite being one of the most used products daily”. Mindy took this as an opportunity to create a challenger brand that is effective and stylish.
The approach to the brand and packaging design follows this strategy – to be functional and beautiful. A minimal and considered approach to the typography and claims kept the packs clean, and differentiated from competitors on busy supermarket shelves. Bold colour and an abstract pattern illustration communicate ingredients and flavour in a contemporary way. Mouthy is thoughtfully designed to be pride of place in the bathroom. It’s a little luxury for every day.
Naming and copy Charlotte Henry
Product photography Erica Boyd White