Responses by Concrete.
Background: Initially launched in 2018, oral care model Two times sought a rebrand that would sharpen its narrative and build a future-forward vision for the class. As the model was arranging for a brick-and-mortar launch, its existing id blended with the seem of other immediate-to-customer oral care brand names and would not stand out on the shelf. The new glimpse and messaging desired to reframe the rewards of standard toothpaste and get the job done throughout all income channels, no matter if retail or immediate-to-purchaser. Other than the identify, anything else was on the desk.
Style wondering: The first inspiration arrived from the founders: two brothers from a dental spouse and children and Lenny Kravitz. The group had achieved to deliver no cost dental get the job done to the neighborhood in Lenny’s hometown of Eleuthera, the Bahamas. This inspired the central idea of the brand name: holistic oral care is a essential element of over-all bodily wellbeing, and the emotional profit that comes with the self-assurance of having a gorgeous smile does just as significantly to enrich our lives. The group’s mission to spread both equally the actual physical and psychological rewards of a stunning smile inspired our tagline: “Oral Wellness for Your Mouth, Human body and Soul.”
We tried out to discover ways to articulate heat, brightness and authenticity in almost everything we did, like mimicking the high-quality of analog film in the images and video written content. We stayed absent from the over-all slick aesthetic utilized by the greater part of oral care models, embracing a more minimal method. For occasion, we used only a single typeface—Caslon Ionic, made by Paul Barnes and Greg Gazdowicz for Industrial Type—which compelled us to uncover creative alternatives to convey variety and hierarchy into the identification.
The coloration palette, also negligible, became a extraordinary statement. Yellow is a color historically avoided in the oral care sector since of its associations with yellow enamel, but this established an possibility for us to crack absent from this kind of literal considering and connect to the favourable feelings connected with the color.
Issues: Conquering the preconceived notions about how an oral treatment brand name should really search and feel nowadays. It is atypical for shoppers to experience an psychological attachment to the toothpaste brand names they use. We required to flip this narrative by generating potent psychological connections with people who engage with the brand.
Logistically, just one of the far more appealing worries was that, because of the limits imposed by COVID-19, we experienced to obtain a “real” couple to do some of the kissing pictures. They turned out to be ideal!
Visible influences: Our influences ended up diverse, bringing jointly elements from the attractiveness and skincare sector with typographic influences of modern day editorial style and common education and learning textbooks.
We also labored with photographer Leeor Wild, a longtime Concrete collaborator, on the brand photography and video. Her capability to capture the correct essence of her subjects and her willingness to collaborate and experiment on established created variety in our imagery with just mild, no difficult established structure expected.
Favourite details: We place a large amount of strength into crafting a robust assortment of visible assets that outlined the world of Two times and reinforced the concept of oral wellness. These property span model and nevertheless lifestyle photography, online video, quit movement (with rotating solution movies) and illustration. The target is that these can be reused and remixed in distinct methods as the model evolves.
Certain task requires: We experienced to deal with a quick-paced, condensed timeline that forced us to get the job done on several manufacturer programs and presentations at a solitary time—even before our whole brand name eyesight was set up. But despite the day by day strain, the client crew was a pleasure to do the job with. The founding companions experienced a excellent comprehending and appreciation of the great importance of just about every style element. And Lenny Kravitz, a style and design maven in his very own suitable, had a deep knowledge of all our cultural and historical references. He was a great collaborator.
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