COLGATE OPTIC WHITE WHITENING GUM
COLGATE OPTIC WHITE WHITENING GUM - PEARLS
A new teeth whitening product to complement the Optic White brand. Chew a piece after a while or anytime you don’t feel too confident in your smile and want to freshen your breath. In this project we looked at the current Optic White Design language. Created three different personas and packaging. Can we come up with creative packaging to make Optic White whitening gum stand out?
Emma - Is a Glamour Girl - after a busy workday of long meetings and coffee stains, she feels self conscious about her smile and teeth. She needs to be well prepared for a night out with friends and colleagues. She is serious about her oral care and always carries mouthwash tabs, floss picks and breath spray outside her home. She loves brands that are credible and she trusts them.
Presenting a form similar to a push-pop. It’s small, compact, and you use your thumb to push individual pieces of gum. This product can be made out of cardboard or metal and be refillable. Using the red from the Optic White portfolio and bringing in some dark purples to add to its luxury. Can fit in any purse or pocket.
Kit - Is always carefree & on the move but she still cares about her teeth. She is always looking for functional products that will make her life easier. She would much prefer a whitening gum after a glass of wine instead of heading to the public restroom to use wine wipes on her teeth.
An Optic White Whitening Gum box. Inside there are individual packets of gum. Kit can grab the entire box or tear off a few pieces and bring them with her as she sees fit. No more messy wine wipes or using a public restroom to whiten her teeth when she’s feeling a bit self conscious about her smile.
Charlotte - Charlotte is someone who throws things together and makes it look effortless. She loves form and functionality, she is all about high tech and gadgets. She uses white strips because she heard they're credible and is serious about having white teeth. Constant use of white strips, however, causes tooth sensitivity. She would love something that works on the go which she can use quickly and effortlessly.
A more modern form to go with Charlotte’s techy lifestyle. The orb shape is easy to find no matter where it's held. The orb is held within a red box with a pearl finish, giving it a high end, luxurious appearance. Charlotte can chew as much as she needs without fearing any tooth sensitivity.
A final lineup of three different types of packaging. All are different from what is currently on the market.