For this rebrand, I wanted to create a fresh new look for Colgate. Through exploring the range of products Colgate has to offer I noticed that they had a lot of inconsistencies within their brand identity so I wanted to adapt their logo so the brand felt the same from babies up to adults.
When identifying the most iconic features of Colgate the thing that stood out to me the most is the smile in the logo. Without knowing I felt it was hard to recognise their logo as having a smile so I wanted to lean in to this further through my rebrand.
I played around with different fonts (hand-made and existing) and decided on Neulis. I chose this font as it was available in many language types because one of the things that stood out to me when researching Colgate was that when their font changed when changing languages.
Experiment.
The concept for this rebrand to keep all of their ranges consistent, is adapting the logo to incorporate more teeth as the range ages. E.g. Babies have one tooth etc.
To make the packaging more sustainable I incorporated a tear-away aspect to the bottom of the box so it would double as a toothbrush holder.
Packaging.
Also, I wanted to pay homage to the history of Colgate. As Colgate originally didn't just make toothpaste they also made soap and candles. So on the bottom of every lid, I wanted to add a wax stamp design.