Ju Chia Lee
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CREST

 

 

 

 
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Date

2015

Category

Packaging Design
Branding

CREST

Crest is one of the largest brands of toothpaste sold worldwide. It is the leader of innovation in the industry, and the pioneer of oral care technology. My challenge was: How to bring Crest's leadership and power of technology to its branding and packaging design.

 
 
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Visualize Crest's core value

Crest always focuses on the innovation of scientific technology. It is also a leading brand in the oral care industry. However, its brand value is not reflected through its corporate identity system. Its various product lines are sharing an inconsistent and outdated visual identity. To convey Crest's core value in its new branding, I believe that it needs an impactful, minimalist and futuristic corporate identity concept.  My solution is a bright color, boldly transparent, with sharply geometric visual aesthetics. It provides people with an energetic inspiration to begin everyday fresh.

 
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Simple yet bold design

First, I refined and simplified Crest's logotype. The previous logotype had numerous variants on different product lines. Some of them were flat, some of them were embossed, some of them even went with an inconsistent  flash effect.  I removed these outdated graphic implements, and switched the typeface to Adobe Garamond,  a classically elegant and modernized minimalist font. Regarding packaging design, I adopted a series of transparent and sculptural forms to highlight Crest's power of technology and innovation.  

 
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Powerful shapes and pure colors

Compared to other shapes, triangles are more energetic and dynamic.
Their sharp angles can get people’s attention rapidly and drive their eyes to certain directions. I used triangles as primary visual identities for this new branding system, and intended to set these triangles as forceful arrows, enhancing their positive visual intensity. The primary color are celeste opaco and white.Celeste opaco is one type of sky blue. It represents hope and safety; effectively relaxes people’s mental states.

 
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