Design distinctive packaging for a revolutionary toothpaste backed by science that successfully softens and dissolves tartar with regular brushing.
A stochastic print pattern was used to represent the microscopic bacteria found in dental tartar and the scale of the periodontal problems that it creates for a percentage of the public who are biologically prone to painful scraping while in the dentist's chair. The swirling white patterns signify how brushing with the toothpaste whisks away the tartar and plaque. The raised embossed name and varnish on the box are deliberate haptic devices that further the sensation of tartar and plaque. Packaged in an apothecary style tube, the combined elements tell the story of a powerfully effective product backed by scientific research that addresses an historically painful and ugly problem with beauty and authority.
The client consistently receives positive comments about the simple but bold packaging from clients and dentists alike. His sales continue to build.