Creating a disruptive toothbrush brand in a category that’s gone all kraft paper and green.

The challenge

Cane was entering an eco-toothbrush market already crowded with kraft-and-green competitors and needed a design that could carve out shelf space before that window closed.

What we did

Brand strategy

Visual identity

Packaging design

Market research

Clichés we rebelled against

Sustainable toothbrush brands overwhelmingly default to kraft paper packaging, green colourways and leaf or plant imagery to signal eco credentials, to the point where “plastic-free” and “kraft brown” have become almost interchangeable in the category. It photographs well for sustainability claims but makes most eco toothbrush brands hard to tell apart on the shelf.

The approach

We dropped the kraft-and-green formula entirely for a bold typeface and a brash colour palette, betting that a sustainable product doesn’t need to look sustainable to sell. The product was put centre stage on the pack with a simple illustration, so the toothbrush itself, not the eco-messaging, did the work of catching attention.