Rooted in a legacy of innovation, Colgate has long been a pioneer in superior whitening technology. Tasked with rebranding Colgate’s whitening line, our goal was to establish Colgate as the global leader in whitening by reimagining the brand identity, unifying the portfolio, and communicating product efficacy.
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At the center of the new global rebrand, we emphasize that teeth whitening transcends basic oral care—it’s a commitment to self-improvement. Whitening paste, pens, and LED are now staples in your beauty regimen.
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The updated visual identity embraces simplicity with geometric designs and a clear information hierarchy. In off-pack activation, cosmetic-inspired textures and influencer-style photography bring to life a balance of science with beauty.