Surrey, United Kingdom
Credits Corporate Name of Client:
Superdrug Design Company:
Biles Inc., Thames Ditton, Surrey Container Company:
Diamond Packaging, Buffalo, USA Creative Director:
Anthony Biles Copywriters:
Anthony Biles/Hailey Phillips Photographer:
Tim Platt Graphic Designers:
Anthony Biles/Hailey Phillips
Basic description of the project:
Superdrug briefed us to develop sub-branding and packaging for a new tooth whitening range.
Existing competitive products show models sporting perfect smiles combined with medical/dental undertones, or are purely medical/dental looking. Whitening products don't have medical benefits they are cosmetic; to reflect this more accurately we used sophistication of design to create consumer trust, rather than false medical cues.
The packs communicate that 'there is white, and then there is really white', by featuring the sub-brand name in brilliant glossy white, against a matt off-white background. The packs also include a happy teeth motif with the strap-line 'Love That Smile'.