Responses by Concrete.
Qualifications: Originally launched in 2018, oral care model Two times sought a rebrand that would sharpen its narrative and generate a long run-forward eyesight for the group. As the brand name was scheduling for a brick-and-mortar start, its present identity blended with the glance of other immediate-to-purchaser oral treatment manufacturers and would not stand out on the shelf. The new glimpse and messaging essential to reframe the benefits of common toothpaste and work across all product sales channels, no matter if retail or direct-to-shopper. Aside from the identify, all the things else was on the table.
Layout considering: The first inspiration came from the founders: two brothers from a dental household and Lenny Kravitz. The team had met to offer no cost dental get the job done to the neighborhood in Lenny’s hometown of Eleuthera, the Bahamas. This encouraged the central notion of the brand name: holistic oral care is a essential portion of all round physical health and fitness, and the emotional gain that arrives with the self-confidence of possessing a wonderful smile does just as a lot to enrich our lives. The group’s mission to spread the two the bodily and emotional positive aspects of a beautiful smile inspired our tagline: “Oral Wellness for Your Mouth, Human body and Soul.”
We experimented with to find strategies to articulate warmth, brightness and authenticity in almost everything we did, together with mimicking the excellent of analog film in the photography and video information. We stayed away from the in general slick aesthetic utilized by the greater part of oral care models, embracing a a lot more minimal strategy. For instance, we utilized only a single typeface—Caslon Ionic, developed by Paul Barnes and Greg Gazdowicz for Business Type—which forced us to uncover resourceful solutions to carry variety and hierarchy into the identity.
The shade palette, also small, grew to become a dramatic statement. Yellow is a colour typically avoided in the oral care sector mainly because of its associations with yellow enamel, but this produced an prospect for us to crack absent from these literal considering and connect to the positive feelings linked with the color.
Worries: Overcoming the preconceived notions about how an oral treatment model should really appear and sense these days. It is atypical for shoppers to really feel an emotional attachment to the toothpaste manufacturers they use. We required to flip this narrative by building potent emotional connections with people who interact with the model.
Logistically, one of the more appealing difficulties was that, simply because of the restrictions imposed by COVID-19, we had to uncover a “real” couple to do some of the kissing photographs. They turned out to be best!
Visible influences: Our influences have been assorted, bringing jointly factors from the attractiveness and skincare sector with typographic influences of fashionable editorial structure and vintage education textbooks.
We also labored with photographer Leeor Wild, a longtime Concrete collaborator, on the brand photography and video clip. Her potential to capture the accurate essence of her topics and her willingness to collaborate and experiment on established created wide range in our imagery with just gentle, no difficult established style and design needed.
Favorite aspects: We set a lot of energy into crafting a strong selection of visual property that defined the world of Two times and reinforced the thought of oral wellness. These property span product and even now everyday living images, video, quit movement (with rotating merchandise video clips) and illustration. The purpose is that these can be reused and remixed in distinct methods as the brand name evolves.
Unique project calls for: We experienced to offer with a speedy-paced, condensed timeline that forced us to do the job on numerous manufacturer programs and displays at a solitary time—even before our entire manufacturer eyesight was recognized. But regardless of the everyday force, the shopper team was a pleasure to get the job done with. The founding partners had a fantastic being familiar with and appreciation of the great importance of every single design and style detail. And Lenny Kravitz, a style and design maven in his personal correct, had a deep comprehending of all our cultural and historical references. He was a great collaborator.
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