Simplee Toothpaste

Branding. Packaging. Social Media.

Design Thinking

The main goal with Simplee Toothpaste was to create a toothpaste brand that breaks the mint-flavoured industry mold. Inspired by how beauty products are packaged and displayed, Simplee is a low ingredient toothpaste that uses bold colours and shapes to stand out against other toothpaste brands that lean more clean and frigid. Unlike other brands that are full of filler ingredients, Simplee proudly displays its low ingredient list on the front of the bottle as a main design feature. The floor and shelf displays help the product to stand out through the use of vertical lines and bold imagery.

This project was awarded an honourable mention during the 2024 RGD Student Awards for retail design.

Project Backstory

This project was created for a school brief for a studio project. The brief asked students to design a business from the ground up, from market research, office location, naming and branding and product/service development. While the type of business and final deliverable type were left up to the students, a full bussiness plan was required.

Deliverables

  • Branding

  • Bottle Design

  • Social Media

  • Retail Displays

Red, White and Blue Reimagined

Is it possible to reimagine the iconic red, white and blue colour scheme of toothpaste while not losing the association? The answer is yes. Mixing magenta, eggplant, eggshell and teal allows for a refreshed take on the classic colour scheme that remains modern and hip to appeal to a younger audience. 

Low Ingredient, High Impact

Following health trends, simply boasts a simple and low ingredient formula that still gets the job done. The packaging design boldly lists its entire ingredient list on the front of the pack alongside icons showcasing its status as vegan and organic.

Creating A Mess Free Bottle

Taking inspiration from beauty and skincare, the horizontal bottle is designed to stand out from traditional toothpaste tubes. Featuring a message free pump, the sleek design helps customers get the perfect amount of product out without the hassle and mess. Gone are the days of rolling, stretching and cutting toothpaste tubes to get all of the product out.

Taking It Vertical

Looking at a the toothpaste aisle, all of the displays and boxes feature horizontal specs. By going against the standard, simplee’s bottle is box free and stands tall on shelves amongst a sea of monotonous packaging. Getting rid of the cumbersome outer box typical in toothpaste further helps the product ti stand out on shelves.

Since Simplee doesn’t need to stack boxes, the higher shelf height typical in the toothpaste aisle allows for the utilization of custom shelf stands to further push brand messaging.

How to draw attention at a hectic grocery store? Creating a custom stand draw’s shopper’s eyes even from a far distance.