Responses by Concrete.
Background: At first introduced in 2018, oral care brand name Twice sought a rebrand that would sharpen its narrative and develop a foreseeable future-forward vision for the class. As the brand was setting up for a brick-and-mortar start, its present id blended with the glimpse of other direct-to-customer oral care manufacturers and would not stand out on the shelf. The new search and messaging essential to reframe the positive aspects of traditional toothpaste and function across all gross sales channels, whether retail or immediate-to-client. Apart from the title, every little thing else was on the desk.
Layout pondering: The initial inspiration came from the founders: two brothers from a dental spouse and children and Lenny Kravitz. The team experienced met to present cost-free dental do the job to the community in Lenny’s hometown of Eleuthera, the Bahamas. This impressed the central strategy of the brand: holistic oral treatment is a significant portion of over-all actual physical health and fitness, and the psychological gain that comes with the self confidence of obtaining a lovely smile does just as considerably to enrich our lives. The group’s mission to unfold each the physical and psychological rewards of a attractive smile motivated our tagline: “Oral Wellness for Your Mouth, Physique and Soul.”
We tried using to discover approaches to articulate warmth, brightness and authenticity in every thing we did, which includes mimicking the top quality of analog film in the photography and video clip material. We stayed absent from the total slick aesthetic utilized by the majority of oral treatment brands, embracing a extra nominal strategy. For instance, we employed only a single typeface—Caslon Ionic, developed by Paul Barnes and Greg Gazdowicz for Commercial Type—which pressured us to locate resourceful answers to convey range and hierarchy into the identification.
The color palette, also nominal, became a dramatic assertion. Yellow is a shade usually prevented in the oral treatment sector for the reason that of its associations with yellow tooth, but this designed an prospect for us to split away from this kind of literal thinking and link to the favourable thoughts related with the shade.
Problems: Overcoming the preconceived notions about how an oral treatment manufacturer need to glimpse and sense currently. It is atypical for shoppers to truly feel an psychological attachment to the toothpaste brands they use. We wanted to flip this narrative by generating strong psychological connections with individuals who have interaction with the brand.
Logistically, a single of the far more exciting problems was that, due to the fact of the limits imposed by COVID-19, we experienced to come across a “real” couple to do some of the kissing pictures. They turned out to be excellent!
Visible influences: Our influences were being diversified, bringing jointly features from the elegance and skincare sector with typographic influences of modern editorial design and traditional education textbooks.
We also labored with photographer Leeor Wild, a longtime Concrete collaborator, on the manufacturer photography and online video. Her capability to seize the true essence of her topics and her willingness to collaborate and experiment on set established wide variety in our imagery with just gentle, no challenging established layout expected.
Beloved details: We place a good deal of vitality into crafting a robust collection of visual property that outlined the entire world of Twice and strengthened the principle of oral wellness. These belongings span model and still existence photography, online video, cease motion (with rotating merchandise videos) and illustration. The intention is that these can be reused and remixed in various methods as the brand evolves.
Distinct project requires: We experienced to offer with a fast-paced, condensed timeline that compelled us to work on various brand name programs and shows at a one time—even in advance of our total model vision was recognized. But despite the daily stress, the shopper group was a pleasure to operate with. The founding companions had a terrific comprehending and appreciation of the relevance of every style detail. And Lenny Kravitz, a design maven in his very own appropriate, had a deep being familiar with of all our cultural and historical references. He was a terrific collaborator.
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