Jenny SeoYoon Kim

DenTek is the #1 Dental Care accessories brand in the US.

The problem was that the oral care category is burdened by lack of product innovation and complexity in aisle. Disruptive challenger brands are reinventing old products to seem innovative. DenTek is the only brand dedicated to expanding and transforming the category. With 1/3 of decisions made at shelf, DenTek packaging is left behind in a sea of sameness.

So, we rebranded. To make DenTek desireable and visible on shelf again. The new packaging design system focused on our three main principles: authority– showing a presence of leadership, advancement– evoke progress and innovation, and approachability– invite and welcome others.

team:
Michele Morales, Megan Musgrave, Ian O’Saben, Taylor Pirtle, Nidhi Shenoy, Brandi Clinch, Ana Pappa