Background: In a recent Package Design Course that I took with How University, our objective was to redesign the package to be disruptive at shelf and provide an emotional connection to the consumer while maintaining its core equities. I chose Colgate as my product to redesign and create a new market. The goal of Colgate is to educate its consumers about oral health care all around the world and to contribute the goodness of their product.
Design Solution: I noticed that Colgate didn’t have a presence in the natural toothpaste realm and I saw that there was a need for it given the very few selections of other brands. Through market research, I created the person who would potentially buy this product. She’s an independent, environmentally friendly woman who loves the outdoors, animals and cares about her overall health. Based on primary consumer surveys, Colgate’s goals and creative research, I designed the package to reflect a metaphor of a polished forest and the delicate yet importance that this product would bestow.