Cosmetics Entrant: Biles Inc., Surrey, United Kingdom Superdrug White

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'.