Special Plidenta Healthcare toothpastes containing clinically proven ingredients, used for therapeutic purposes against the most common tooth and gum disorders, such as tooth hypersensitivity, periodontitis, dental caries (tooth decay), and halitosis, have arrived from Plidenta’s laboratory. Our task was to design the toothpaste packaging in such a way as to accentuate their medical nature and higher price range.
Given the simplicity of the names and their “straight to the point” message, Sensitiv, Parodont, FreshMed, TotalMed and 15Seconds, we decided to put the name of the toothpaste in the foreground. The packaging colour is white, which suggests a premium medical product, and the over-sized name in colourful tones clearly puts a focus on the benefits of the toothpaste, indicating the purpose of the product, and thus encourages the customer to immediately reach for the toothpaste he or she needs.
The Healthcare line was extended later with a new toothpaste called FullWhite. Due to its name, we reversed the previous concept and put the name in white and the rest of the packaging in a colour characteristic of this toothpaste.