CREST REBRANDING by dave hansung

Re-branding Dave Hansung Kim Packaging 2 | Fall 2015

Dave Hansung Kim davehansung.com davehansunkim@gmail.com 213.718.5237 Packaging 2 Ania Borysiewicz Process Photography Dave Hansung Kim Product Photography Jason Ware Typeface used: Univers LT Std ITC Avant Garde Gothic Perfect Binding Color Images Copy& Print 2320 W Olive Ave Burbank, CA 91506

IDENTIFY logo analysis shelf presence & market share competitors product analysis experiments user interviews case studies research key takeaway

13 14 15 18 23 27 33 39

07 09 10

06 05

brand history Crest today sustainable considerations

BRANDING STRATEGY â&#x20AC;&#x153;unmindâ&#x20AC;? mapping the six key attributes concept statement demographic

LOGO phase 01 phase 02 phase 03 final logo design poster

form phase 01 form phase 02 form phase 03

69 73 77

GRAPHIC APPLICATIONS sketches 01 sketches 02 phase 01 phase 02 phase 03 phase 04 phase 05 dielines graphic info system final construction process

43 45 47 49

55 57 59 61 65

SKETCH & MOCK UPS

semi-presentation

01 02 03

INTRO

85 87 89 93 97 101 103 105 109 111 115

REVEAL final photoshoot re-brand strategy

121 123

INTRO

BRAND HISTORY

01 INTRO BRAND HISTORY

Crest is a brand of toothpaste made by Procter & Gamble in the United States and sold worldwide. In many countries in Europe, such as Germany, Bulgaria, Serbia, Ukraine, Russia, Poland, Hungary, Latvia and Romania, it is sold as Blend-A-Med, the name of an established German toothpaste acquired by P&G in 1987 (formerly Blendax GmbH, located in Mainz, Germany). Procter & Gamble paid royalties from use of the patent and thus financed a new dental research institute at this university (“The House that Crest built”). The active ingredient of Crest was changed in 1981 to sodium monofluorophosphate, or “Fluoristat”.Today Crest toothpastes use sodium fluoride, or “Dentifrice with Fluoristat”; Crest

Pro-Health, recently introduced to the market, uses stannous fluoride again and an abrasive whitener together called “Polyfluorite”. Crest is accepted by the American Dental Association (ADA). As of 2015, The Crest brand has also been associated with about twenty brands of dental care products, including toothpaste, toothbrushes, mouthwash, dental floss, as well as a tooth-whitening product called Crest Whitestrips. Examples of toothpastes include Crest Pro Health, Crest 3D White, Crest Tartar Protection, Crest Whitening and Scope flavored toothpaste. From 2004 to 2010, Crest sold dental floss under the Crest Glide brand, which is now called Oral-B Glide. The original Crest logo was designed by Donald Deskey.

The slogan of “Look Ma! No cavities!” was one of the most famous during the 50s and 60s. Crest’s slogan was used in its nation wide marketing campaign that came out in 1958. Their goal was to use the ADA’s endorsement that Crest toothpaste was effective in fighting tooth decay to their advantage. Crest wanted to prove to the nation that Crest toothpaste was scientifically proven to help create healthier teeth. It was a 60 second commercial that showed a young girl returning from the dentist telling her mom the good news that she had no cavities. Her mom then remarks how well the Crest toothpaste must be working. At the end of the commercial an announcer comes on saying how studies have proven that Crest is effective in fighting dental decay.

Crest was introduced in the United States in 1953. At first it used stannous fluoride, marketed as “Fluoristan” (this was also the original brand name it was sold under when first introduced in 1954—the name of the product was later changed from “Fluoristan” to “Crest with Fluoristan”). The composition of the toothpaste had been developed by Drs. Muhler, Harry Day, and William H. Nebergall at Indiana University, and was patented by Nebergall.

CREST TODAY

Based initial market research as well as the current health and wellness landscape, my impression is that Crest needs to focus on 5 main aspects.

INTRO

1. CLARITY Clarify its identity. Get rid of all the clutter. Provide a clear picture as to what Crest is all about. 2. LESS, BUT BETTER Simplify their sub-brands to continue to communicate a clear message

crest today

3. CONTINUE TO INNOVATE Continue to develop new products without adding to the clutter. 4. EXPAND Look to expand to other consumer sectors while still communicating a clear message. 5. PARTNERSHIPS Being part of the P&G family Crest should leverage other brands more effectively. Better use of celebrity endorsements and distribution channels.

SUSTAINABLE CONSIDERATIONS As an industry leader and having the opportunity to create the largest impact in this industry, Crest needs to increase its sustainable efforts to minimize its impact in the environment as well as set a standard for other competitors. Though expensive as it may be, failure to adapt to growing consumer concern will only result in decrease in market share and brand loyalty.

IDENTIFY

LOGO ANALYSIS

34.7%

Market Share 2014-2015 1

IDENTIFY 03

LOGO ANALYSIS 01

At first glance logo does not seem cohesive. Font is san serif, bold, italic, and also stretched. This can be clearly seen in the T as the middle is much wider.

Capitalized red letter C (there is no apparent reason why only the C is red) Due to the contrast in color, the Crest logo read like C-rest instead. The C maybe stand for cavity, it is not very clear.

The logo has a gradient going from light to dark, and a light shining creating a fuzzy blue green cloud like shape in the back. 02

There is a tacky shining light in the background adding unnecessary complexity to the logo. It seems they intended to evoke “so clean it’s shinny” cleanliness and freshness. What’s more strange is that the light only shines on the “rest” not the whole logo.

The “rest” maybe stands for rest as in ‘put to rest’ meaning, put those cavities to rest.

MARKET SHARE

SHELF PRESENCE

Crest began adding whitening ingredients to its toothpaste in the 1990s but introduced a new innovation in 2000 with Crest Whitestrips. Within a year, retail sales for Whitestrips were $225 million.

The first thing one notices as you walk through any isle in a store is the plethora of products everywhere. It’s hard not to get overwhelmed by the variety of brands and sub-brands. Consumers are bombarded with colors and information everywhere trying desperately to grab the consumer’s attention.

Whitestrips and SpinBrush reestablished Crest as an innovation leader, and in 2002, Crest became a billion dollar brand. Recently, toothpaste and Whitestrips were added to the Crest 3D White Collection and the Pro-Health Clinical line, which provides advanced formulas to reduce plaque on teeth and maintain a healthy, clean mouth. 2 1. Leading manufacturer sales of oral care products 2014-2015. Oral Care Report 2015, Mintel 2. http://news.pg.com/blog/birth-icon-crest#sthash.xiQTvpQ2.dpuf

Looking from afar one notices that each brand has their own colors. Crest seems to be mostly about blues and greens. Colgate is Red. Sensodyne is white-ish, and so on. Adding to the clutter, each store has their own way of tagging and shelf display. After some time, everything becomes blurry.

They recently re-branded their packaging to have a more consistent look and have a stronger brand recognition.

IDENTIFY

They are known for using mostly RED or Metallic red with accents depending on their sub-brands.

20.8%

10.6%

As part of Procter & Gamble’s acquisition of Gillette in 2005, the company was required by the Federal Trade Commission to divest itself of Rembrandt. Consequently, it sold Rembrandt to Johnson & Johnson’. That year, Rembrandt had sales that likely exceeded $100 million. 2

Market Share 2014-2015 1

Rembrandt uses a very pharmacy aesthetic and bright solid colors for their sub-brands.

Market Share 2014-2015 1

COMPETITOR ANALYSIS

TOM’S OF MAINE Brand name and manufacturer of natural ingredients only personal care products. Targeting and increasing number of consumers that want more naturally made personal care products.

SENSODYNE An oral health brand targeted at people with sensitive teeth. Sensodyne products are applied at home by the patient to treat this condition. Sensodyne is owned by GlaxoSmithKline.

The company’s products are intentionally made without ingredients that are: chemically derived, have a negative environmental impact, or are tested on animals.

Their packaging looks medical using white but recently their packaging uses a lot more vibrant colors for their sub-brands.

8.3%

Market Share 2014-2015 1

In 2006, a controlling 84% stake in Tom’s of Maine was purchased by Colgate-Palmolive for USD $100,000,000.

1. Leading manufacturer sales of oral care products

1. Leading manufacturer sales of oral care products 2014-2015. Oral Care Report 2015, Mintel

2014-2015. Oral Care Report 2015, Mintel

2. https://en.wikipedia.org/wiki/Rembrandt_toothpaste

16 02

COLGATE Under Colgate-Palmolive is P&G’s biggest competitor with a similar range of products as P&G.

IDENTIFY

REMBRANDT Johnson & Johnson have quietly stayed in this sector with the help of Listerine which still has a wide brand recognition for it’s mouthwash and mints.

COMPETITOR ANALYSIS

CREST OLD PACKAGING

PRODUCT ANALYSIS 01

The old packaging used to be a lot more simpler. Even thought the logo is really bad at least the message was very clear. There is a clear hierarchy.

CREST PRO HEALTH & WHITENING New packaging contains too much information. Even though there is hierarchy one becomes distracted by all the other elements trying to grab the userâ&#x20AC;&#x2122;s attention. There seems to be a lot of different font sizes and weights scattered around the box. Crest logo is made standout from of the blue background using a blurry white border because otherwise the logo would be hard to see.

PRODUCT ANALYSIS

IDENTIFY

1. Crest 2. with fluoristan 3. toothpaste 4. Procter & Gamble.

CREST 3DWHITE MOUTHWASH

Claims it give you whiter smile in 7days. Colgate has a very similar looking mouthwash and it claims it does it in only 5 days.

GLIDE 3DWHITE FLOSS Works like any other flow in the market. The fact that Crest 3DWhite and Oral B’s Glide 3DWhite have the same packaging attributes but different fonts and background image not only confuses the consumer but dilutes brand image.

04 01

Fresh mouth feel like any other mouthwash.

IDENTIFY

Alcohol Free.

02 03

GLIDE 3DWHITE FLOSS PICKS

PRODUCT ANALYSIS

Product looks like it could be carried like a key chain and the nozzle feels like it is protected enough so there is no accidental sprayed.

Even though it’s part of their LUXE sub-brand the Ziplog bag and print makes it the product look and feel really cheap.

Product does provide momentary refreshness but it’s only a short remedy that quickly disappears, much like a mint or gum.

They function just like any other floss pick in the market even though they claim to be better for whitening.

The packaging mimics the shape of the already recognizable Listerine Mouthwash. Aside from the bold Listerine logo, consumers can very clearly know that it’s a Listerine product just by the shape.

The floss does have a minty coating making you feel fresher as you floss.

PRODUCT ANALYSIS

LISTERINE POCKET MINTS

There is too much going on and the toothbrush itself is mostly red. IDENTIFY 02

CREST 3D WHITESTRIPS Packaging shape is boring, cheap and oversized.

PRODUCT ANALYSIS

Individual strips hard to place inside the teeth spit forms but when u spit the bottom of falls off, and doesn’t seem healthy to swallow. Bottom one feels very uncomfortable and it only covers few front teeth. Although user need to use timer, it would be nice if there was some kind of signifier to communicate to the user that 5 mins have passed and that the process was successful.

SCOPE OUTLAST PORTABLE BRUSHES Feels clean but experience was very uncomfortable brush feels very cheap and plastic although having the toothpaste like solution in the brush is a good idea still need a bathroom to be used since you feel like spitting. Same goes for the floss and portable toothbrush. Consumers can always find a bathroom so that’s not too much of an issue. The main issue with this product is that it claims to give you portable oral care but you have to carry the container around with you. Single use only. Brush didn’t foam, I get a feeling of clean when i see foam when i brush my teeth so I have the perception that it didn’t do a very good job even though this might not be the case. Mouth feel afterwards feels smooth and minty however due to the bad quality of the brush doesn’t feel like it did a great job. The Wisp is Colgate’s version with better brushes but less “freshening” beads.

Although it the same graphic language as the rest of the 3DWhite products from Crest it’s branded as a Oral B product.

IDENTIFY

ORAL B TOOTHBRUSH

PRODUCT ANALYSIS

EXPERIMENTS

Mouthwash

1. Made some dot shapes using toothpaste on a piece of foil.

1. Wanted to see if there was any other way of using the mouthwash.

2. Pored some baking powder to dry them out.

2. I was thinking that if one wanted to get a feeling of freshness making ice cubes might be interesting.

IDENTIFY

3. As they dried they stated to become gummy like. Tried it with other toothpastes but some didn’t dry well. Crest 3D Whitening worked.

EXPERIMENTS

4. It was still taking and was taking long to dry still so placed them in a bowl with baking powder to further dry them. Took about 3 days to dry.

3. However due to its chemical composition, it didn’t really turn into ice. 4. Still, tried putting it in my mouth but I was more tempted to swallow it and gargling with it. Final Notes PRO: very refreshing,

5. Tried using them but they were too gummy like and did not dissolve right away. Final Notes PRO: portable and can be used to provided the right amount of toothpaste. CON: too chewy, it didn’t dissolve right away which ended up just leaving chunks of toothpaste in my mouth.

IDENTIFY

Toothpaste Dots

CON: doesn’t really work properly and can encourage swallowing which can be very dangerous.

EXPERIMENTS

EXPERIMENT 02

EXPERIMENT 01

Whitestrips

Mouthwash 2

1. Wanted to try how is the process of putting on whitestrips.

1. Wanted to see if the idea of having some sort of dry mouthwash would be a good idea.

2. Each individual packet has one treatment. An upper and lower strip IDENTIFY

2. Got Alka-seltzer and imagined it to be a mouthwash.

3. The upper one was easy to put on 4. The lower one felt too short and not wide enough to completely wrap my teeth.

3. Due to its foaminess it did give a feeling of freshness but because of it, it was harder to gargle with it.

IDENTIFY

EXPERIMENT 04

EXPERIMENT 03

Final Notes

EXPERIMENTS

Final Notes PRO: Individual packets keep product fresh and portable. CON: too short and can be difficult to put on if one doesnâ&#x20AC;&#x2122;t have right finger dexterity. They work well if you have straight teeth but not so good if your teeth are cricket.

PRO: portability, and lighter packaging. CON: you need water source, and a vessel in which to dissolve it. It also was more difficult to gargle.

EXPERIMENTS

5. Due to the saliva, the lower one kept coming off.

USER INTERVIEWS

EUNJI

Occupation

“Premium, not in the sense that only rich people can afford it, but rather an appreciation for quality and craftsmanship. We can see this in markets like coffee, ice cream, grooming and other consumer products.” These days consumers are looking for a tailored experience that fits their own individual needs.

USER INTERVIEWS

Products like this lack is a genuine story that a consumer can relate. How can you make me feel special? Think about the ceremony of dental care experience.

JOE Occupation Student Industrial Design Key Takeaways “I brush my teeth after breakfast, and usually don’t brush my teeth after lunch.” “There is definitely a stigma that if you have bad teeth you probably are not taking proper care of your teeth. I think most people brush their teeth because they don’t want to other people to think that they have poor dental care” Disrupting your sleeping routine affects your dental care routine too. Brushing your teeth can have a jolting effect which is good in the morning when you are trying to wake up but not so much at night when you are about to go sleep.

USER INTERVIEWS

IDENTIFY

Key Takeaways

IDENTIFY

Senior Researcher & Design Strategy at Karten Design

ALAINA

Occupation

Key Takeaways

DENNIS

Occupation

USER INTERVIEWS

“If I feel like I still have food in my mouth. I feel like I’m still eating, just feels dirty. Specially if I’m at work, it’s just not professional.”

Student Graphic Design

Different modes: Morning ritual - fast efficient, get in and out quickly.

“Having clean teeth just makes you want to smile. It’s one less distracting thing. So when you are talking to someone they actually listen to what you are saying instead of being distracted by how you look like.”

Night ritual - more clinical

IDENTIFY

“I definitely feel more confident when I know breath is fresh and my teeth are clean. Sometimes you can get self-conscious specially when you know you are going to be talking to someone”

Key Takeaways

Your words come out from your mouth and your teeth are part of your mouth. It’s an important part of speaking. It can make you feel confident or self-conscious.

USER INTERVIEWS

Student Interning at Design Works

JUSTIN

Occupation Student Industrial Design

Occupation Student Graphic Design USER INTERVIEWS

Key Takeaways “I keep a floss in my glove box just in case I have something stuck in my mouth. It’s easier to take with me than a toothbrush.” Dental care is not really super important for me mostly because I’m busy. Mints are mostly psychological, It’s hard to tell if your breath actually smells bad but they make you feel more confident. The smooth and fresh feeling of your teeth probably the most important factor in feeling clean. This can be a problem because your teeth can feel clean even thought they really aren’t.

Started brushing with baking soda toothpaste but even thought is suppose to be better for your teeth it just doesn’t feel good.

IDENTIFY

BEN

The taste of the toothpaste is important in the quality of experience that one has. Sometimes it can be hard to find the right kind of toothpaste that fits your needs. USER INTERVIEWS

“Most people don’t think about this but the tools that you use to clean your teeth can get grimy feel dirty because of ‘hard’ water leaving mineral deposits and make your counter top look dirty and messy. “

Key Takeaways

UNDER ARMOUR

BRAND QUALITIES

The brand is about energy and passion. Itâ&#x20AC;&#x2122;s about an obsession with being better, stronger, and more powerful. UA believes in invention and innovation and constantly offering newness.

Powerful brand identity

Leverage under the radar athletes and alternative sports very well (hunting, military training, toughmudder) Innovator (compression)

IDENTIFY

Highly performance driven

Underdog attitude

CASE STUDY

The brandâ&#x20AC;&#x2122;s personality is hard and edgy. The alternative irreverent underdog. They challenge the status quo. They stand for athletic performance and maintain authenticity. UA is the Brand for this generation of athletes and the NEXT.

For athletes by athletes

CASE STUDY 01

APPLE

BRAND QUALITIES

Under the leadership of Steve Jobs, Apple vision was to produce high-quality, low cost, easy to use products that incorporate high technology for the individual. Proving that high technology does not have to be intimidating for non-computer experts.

Accessible luxury

Well made functionally and high design

Innovator Understand their consumer

IDENTIFY

Has an ecosystem

Created a need

CASE STUDY

Appleâ&#x20AC;&#x2122;s mission is to constantly focusing on innovating. â&#x20AC;&#x153;We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. And strive for perfection.

Efficiency it works really well

CASE STUDY 02

BRAND QUALITIES

Tesla’s mission is to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.

Higher sense of purpose

Tesla is not just an automaker, but also a technology and design company with a focus on energy innovation.

Innovator reinvented manufacturing process using aluminum

“To accelerate the transition to sustainable transport”

Understand their consumer Premium car Functional and efficient Well made and high design

CASE STUDY

They don’t only provide a really beautiful made car but the coolest things is that it’s just a stepping stone for them.

IDENTIFY

TESLA MOTORS

CASE STUDY 03

40 02

IDENTIFY

IDENTIFY RESEARCH KEY TAKEAWAYS

INCONSISTENCY

UNCLEAR MESSAGE

QUALITY & PERFORMANCE

FEELING OF CLEANLINESS

TAILORED EXPERIENCE

CONFIDENCE

The Crest brand lack consistency. They have multiple sub-brands yet they mix and match colors and styles. They provide very similar products with other brands like Scope and Oral B. As a consumer it’s hard to tell which product belongs to which brand.

They over crowd their packaging adding unnecessary graphic elements that only add to the clutter. They add redundant copy that doesn’t really say anything valuable. There is a clear lack of information consistency and clarity.

Consumers are skeptic about credibility of products so there is a growing appreciation for quality and craftsmanship. They don’t mind a higher price point as long as they believe in the product and its ability to perform to their expectations.

The feeling of cleanliness has a huge impact to the experience of the consumer. Taste, mouth feel and how their teeth look are indicator of the effectiveness of their dental care routine.

Consumers are looking for a tailored experience that fits their own individual needs and make them feel unique.

Having good dental care hygiene can boost or deteriorate confidence. This is important in our professional and personal lives. Crest and good dental hygiene can affect how other people feel about us and how we perceive other feel about us.

RESEARCH KEY TAKEAWAYS

BRAND DEVELOPMENT

03 03

BRAND DEVELOPMENT

44 43

“UNMIND” MAP

“UNMIND” MAPPING

46 03 BRAND DEVELOPMENT

BRAND DEVELOPMENT KEY ATTRIBUTES

In order to rebrand Crest, itâ&#x20AC;&#x2122;s imperative to have a very clear understanding of what characterizes the new Crest brand. Choosing each word carefully helps drive the rest of the strategy and design.

advanced edgy forward avant garde new futuristic progressive evolving crisp fresh refreshing

performance trustworthy reliable dependable quick fast solid sincere honest firm safe credible established efficient

KEY ATTRIBUTES

SENSORIAL TAILORED CONFIDENCE REFINED PERFORMANCE ADVANCED

KEY ATTRIBUTES THAT DEFINE THE NEW CREST

refined polished sophisticated put together effective clean sharp savvy clever stylish skillful professional intelligent

confident bold unobstrusive intense powerful grounded strong brave direct clear distictive determined

tailored custom fitted bespoke suitable comfortable personilized special targeted individual

sensorial experience presence textural senses current adaptable emotional intense active memorable interesting

BRAND DEVELOPMENT

BRAND DEVELOPMENT CONCEPT STATEMENT

CONCEPT STATEMENT

The highest performing. The most advanced. The best quality. Tailored to you. Crest enhances your dental care experience, by providing the most advance performance that fits your individual needs. Giving you the confidence to take on the challenges the world has to offer.

DEMOGRAPHIC

By leveraging Crestâ&#x20AC;&#x2122;s credibility, technology and large selection of sub-brands they can provide a more tailored experience as long as they are able to present a more clear message to its consumers. Crest commitment to quality and performance can empower its consumers and help them feel confident to embrace new challenges.

DEMOGRAPHIC

BRAND DEVELOPMENT

Crest can elevate its brand identity by catering to consumers that are looking for the best quality product regardless of cost. These consumers have an appreciation for products that are well made, use the best ingredients and just perform.

BRAND DEVELOPMENT

DEMOGRAPHIC

LOGO

56 02

LOGO

LOGO PHASE 01

LOGO DEVELOPMENT PHASE 01

58 02

LOGO

LOGO PHASE 02

LOGO DEVELOPMENT PHASE 02

60 02

LOGO

LOGO PHASE 03

LOGO DEVELOPMENT PHASE 03

FINAL LOGO

The logo provides a sense of performance by balancing sharp edges with round corners. The use of thick and thinner lines, as well as, straight and curved lives provides movement to the letters making them feel dynamic.

The lower case ‘e’ was chosen instead of the Upper case ‘E’ because of it’s friendlier and more fluid shape. The tip of the ‘e’ also transitions well into the ‘S’.

LOGO FINAL LOGO

LOGO MARK TYPEFACE :

COLOR PALETTE

EUROSTYLE BOLD

CONCEPT The new Crest logo evolves from the outdated logo into one that represents a more refined yet friendly brand. It uses thick and thin lines to provide a sense of movement and balance that add dynamism to the mark. While its sharp and round corners give it sophistication without making it geometric and rigid.

ABCDEF GHIJKLM NOPQRS TUVWXYZ

abcdef ghijklm nopqrs tuvwxyz

0123456789

MAIN BRAND COLOR PANTONE P 108-16 C C=100 M=52 Y=0 K=60 MAIN PACKAGING PANTONE P 179-1 C C=0 M=0 Y=0 K=2 TEXTURE PANTONE 1-1 U C=0 M=0 Y=2 K=0

C is no longer different color, it is unified with the rest of the letters.

LOGO

FINAL LOGO

LOGO ANALYSIS

LOGO

04 04

FINAL LOGO

64 61

LOGO

04 POSTER

POSTER

CREDITS FOR THIS PICTURE: Josefien Rodermans (model), Anthony Vaccarello (designer), Robbie Fimmano (photographer), Elin Svahn (fashion editor/stylist) Rita Marmor (hair stylist), Francelle Daly (makeup artist)

Poster ideation for final presentation. Needs to convey new brand image and identity. This photograph was chosen because it presents a confident beautiful woman in an empowering pose. She is wearing a dress that is modern, refined with geometric shapes that embodies the new Crest identity.

POSTER

SKETCH & MOCK UPS

SKETCH & MOCK UPS SKETCHES & MOCK UPS

FORM PHASE 01 FORM PHASE 01

69 70

FORM PHASE 01 SKETCHES

Packaging for whitestrips. Wanted to minimize unused space in the packaging while still make the box an interesting shape.

Detachable single use toothbrush. Focused on the idea of making a toothbrush that is biodegradable and portable.

FORM PHASE 01 MOCK UPS

FORM PHASE 01

This packaging provides a variety of types of toothpaste. Instead of having to stick with one taste or kind of toothpaste for a while user can choose the paste that feels most appropriate to their needs.

Open and close packaging/case for toothbrush for protection, portability and reveal.

Container for portable toothpaste dots. Inspired by toblerone chocolate.

Simple triangular uses less paper for packaging.

This packaging uses geometry to eliminate bulky packaging while still trying to keep its structural strength.

FORM PHASE 01

SKETCH & MOCK UPS

SKETCHES & MOCK UPS

SKETCH & MOCK UPS SKETCHES & MOCK UPS

FORM PHASE 02 FORM PHASE 02

73 74

FORM PHASE 02 SKETCHES

FORM PHASE 02 MOCK UPS

SKETCH & MOCK UPS

SKETCHES & MOCK UPS

FORM PHASE 02

Packaging for toothpaste cuts off one of the corners to add a different surface, making it distinctive.

Wanted to make floss packing interesting. Using similar form language. It’s also more asymetrical which makes it more interesting.

Toothpaste tube, similar to earlier mock up but different proportion.

“twist” open was an idea for a packaging that opens and closes as it twists. Althought interesting it lack interior space.

FORM PHASE 02

SKETCH & MOCK UPS SKETCHES & MOCK UPS

FORM PHASE 03 FORM PHASE 03

77 78

FORM PHASE 03 SKETCHES

FORM PHASE 03 MOCK UPS

Volume study to increase toothpaste volume and form ergonomic.

Cut of corner, shortened the “cut” leaving more room for copy on the sides.

FORM PHASE 03

Surface experimentation, although interesting shape, it would be very hard to put copy.

This packaging has curved surfaces and has square and triangular edges.

Packaging for floss. Exploring symmetry, volume, over all feel.

Exploring proportion for toothbrush.

Toothpaste tube function exploration. It can be rolled and lays flat once it’s all used up.

FORM PHASE 03

SKETCH & MOCK UPS

SKETCHES & MOCK UPS

SKETCH & MOCK UPS

82 SKETCHES & MOCK UPS

FORM PHASE 03 MOCK UPS

FORM PHASE 03

Volume exploration for mouthwash.

Cap exploration, looking at cap proportion, and functionality.

Best form out of the exploration. Had a good handling, but too thin. Back is squared allowing for a place to place copy more easily.

Floss form exploration. Looking at proportion, functionality and handling.

FORM PHASE 03

GRAPHIC APPLICATIONS

06 06

SKETCHES 01

86 85

GRAPHIC APPLICATIONS SKETCHES 01

GRAPHIC APPLICATIONS

06 06

SKETCHES 02

88 87

GRAPHIC APPLICATIONS SKETCHES 02

GRAPHIC APPLICATIONS

06 06

PHASE 01

90 89

GRAPHIC APPLICATIONS PHASE 01

GRAPHIC APPLICATION PHASE 01

Sub-brand is the first read making it easily recognizable creating a system for consumers to instantly recognize.

PHASE 01

The problem is that the strong ‘W’ graphic looks too much like a logo mark. Maybe just having a color system might be easier and simpler to recognize without taking away from the Crest brand.

PHASE 01

GRAPHIC APPLICATIONS

MOCK UP 01 AND 02

GRAPHIC APPLICATIONS

MOCK UP 03 AND 04 Moved logo mark to the triangular panel, makes this the first read even thought it’s smaller in size. Experimented with having clear panels to see the product. Although this is interesting it requires more work to construct it.

FIRST READ

TOOTHPASTE DIELINE

GRAPHIC APPLICATIONS

SECOND READ Large split logo mark Horizontal readability.

PHASE 02

Extra copy or info relating specifically to sub-brand.

Strength numbering

Sub-brand, color, flavor

GRAPHIC APPLICATIONS

Logo mark Sub-brand, color and numbering system Upright readability Flavor

PHASE 02

GRAPHIC APPLICATIONS PHASE 02

GRAPHIC APPLICATION PHASE 02

CREST WHITENING PASTE

GRAPHIC APPLICATIONS

PHASE 02

GRAPHIC APPLICATIONS

1st read is triangle place with the color of the sub-brand. It clearly displays Crest brand, sub-brand and flavor. 2nd read is the large Crest logo that is slip in the corner. Large but not too overpowering and laid on its side with aditional sub-brand label for clarity and visibility.

CREST WHITENING PASTE Experimenting with stackability and shelf presence. Although interesting, one would have to set up a Crest only display or rely on store workers to position packaging right way, which can be troublesome.

98 06

GRAPHIC APPLICATION PHASE 03

Exploring of how toothpaste packaging could be stacked in different ways demonstrates how large logo is less readable when it’s stacked with other sub-brands.

PHASE 03

It’s important to keep a consistent brand color while still allowing room for sub-bramd differentiation.

PHASE 03

GRAPHIC APPLICATIONS

Experimenting with sub-brands look together to make sure they are readable and have a strong shelf presence.

GRAPHIC APPLICATIONS

CREST SUB-BRAND STACKING

100

CREST TOOTHPASTE

CREST TOOTHPAST

GRAPHIC APPLICATIONS

Large logo placed across multiple planes making it feel dynamic but also makes logo harder to see.

Large logo placed in the middle largest surface allowing brand to be clearly visible.

Sub-brand on top makes it clear to see at POP but once it start to get rolled it could be hard to tell what kind of toothpaste it is. Thus sub-brand should move towards the tip of the tube.

Sub-brand moved towards the tip of the tube makes it visible even as it is used up. 02

Pattern is placed only to the sides to balance pattern and white space making it less busy.

GRAPHIC APPLICATIONS

GRAPHIC APPLICATION PHASE 03

PHASE 03

Pattern is placed through out the entire tube.

GRAPHIC APPLICATIONS

102 06

Placing together all the mock ups allowed us to get a better sense of the over all brand. Although some graphic elements work well individually once all the different products are put together they needed more modification.

GRAPHIC APPLICATIONS

CREST ALL PRODUCT

PHASE 04

101

GRAPHIC APPLICATION PHASE 04

PHASE 05

104 PHASE 05

GRAPHIC APPLICATIONS

103

GRAPHIC APPLICATION PHASE 05

CREST ALL PRODUCT Last pass at graphic applications. Made minor changes to the size and readability of all the elements. Decided to make the graphic elements even more simple. Eliminating redundant copy.

TOOTHPASTE TUBE

106

TOOTHPASTE PACKAGING

GRAPHIC APPLICATIONS

DIELINES

105

GRAPHIC APPLICATION DIELINES

DENTAL FLOSS

108

MOUTHWASH BOTTLE

GRAPHIC APPLICATIONS

DIELINES

107

GRAPHIC APPLICATION DIELINES

110

109

GRAPHIC INFORMATION SYSTEMS STRENGTH METER SYSTEM

GRAPHIC INFO SYSTEM

GRAPHIC APPLICATIONS

Sub-brands require a consistent visual language and an easy way for consumers to identify benefits of each sub-brand that fit their needs.

KIDS

SENSI • RELIEF

PRO-HEALTH

WHITENING

COMPLETE

Mildest flavor. Provides

Formulated with potassium

Fights against cavities,

For consumers that are

Crest Complete combines

dental care hygiene while

nitrate, creating a barrier to

gingivitis, acid erosion,

looking to whiten their teeth

the all benefits of Pro-Health,

gently protecting children’s

the sensations of pain.

sensitivity, plaque, tartar

while still providing some of

Whitening and Scope to

and keep breath fresh.

the benefits of Pro-Health.

provide the most powerful

teeth as they grow. Formula is specifically targeted to children’s needs.

dental care experience.

112

111

SEMIPRESENTATION

All of the shapes are interesting and go well together.

WHAT WORKED

GRAPHIC APPLICATIONS

New re-branding strategy looks more premium and unisex. Solid process book.

GRAPHIC APPLICATIONS

Poster conveys image of new Crest brand.

SEMI-PRESENTATION

Structure presentation Show unified products from one sub-brand. Color match. Talk about the Logo Talk about products in more detail (material and function) and show them around. Present more confidently and make more eye contact Add rest of products: Toothbrush, whitening strips Clarify Strength System

SEMI-PRESENTATION

COMMENTS

06 06

GRAPHIC APPLICATIONS

114 113

GRAPHIC INFO SYSTEM

SEMI-PRESENTATION

FINAL CONSTRUCTION

GRAPHIC APPLICATIONS

116

FINAL CONSTRUCTION

06 06

GRAPHIC APPLICATIONS

118 117T

FINAL CONSTRUCTION

REVEAL

GRAPHIC APPLICATIONS PHOTOSHOOT

I have a opportunity to work with a professional product photographer. It was a great experience to be able to art direct and work with Jason to produce industry quality photography.

PHOTOSHOOT

PRODUCT PHOTOSHOOT WITH JASON WARE

121

122

FINAL PHOTOGRAPHY

REVEAL

REVAL

07 07

RE-BRAND STRATEGY

124 123

REVEAL

07 07

RE-BRAND STRATEGY

126 125

REVAL REVEAL

RE-BRAND STRATEGY RE-BRAND STRATEGY

128

127

COPYRIGHTS

Dave Hansung Kim All Rights Reserved ÂŠ Dave Hansung 2015 davehansung.com davehansunkim@gmail.com 213.718.5237 Packaging 2 Ania Borysiewicz Process Photography Dave Hansung Kim Product Photography Jason Ware Typeface used: Univers LT Std ITC Avant Garde Gothic Perfect Binding