Bluemarlin, a leading brand design agency, has crafted the packaging for Colgate's latest range of toothpaste specifically designed for children of all ages. The design incorporates elements from Colgate's Smile O’Clock multiplatform educational campaign, establishing a cohesive "brand world" that resonates with the characters associated with the campaign. Bluemarlin's design also breaks the conventional barrier by featuring characters from Smile O’Clock that seemingly "break the fourth wall," creating a connection that extends beyond the packaging.
“Our approach allowed the characters to extend beyond the confines of traditional packaging, drawing consumers into their world and vice versa. The famous Colgate Smile brand mark has been used to great effect, too, framing the visual assets, and QR codes further enhance connectivity," said Josh White, Bluemarlin designer.
Image Credit: Bluemarlin
What Makes This Trend Stand Out
- Interactive Packaging
- The use of interactive elements in toothpaste packaging creates a new level of engagement with consumers, blurring the line between product and brand.
- Multichannel Campaigns
- Integrating packaging designs with a broader educational campaign allows for a cohesive brand experience across different touchpoints.
- Breaking the Fourth Wall
- By featuring characters that seemingly break the fourth wall, packaging designs establish a deeper connection with consumers, extending beyond traditional boundaries.
Sectors Adopting This
- Brand Design
- Brand design agencies, like Bluemarlin, have the opportunity to create innovative packaging designs that incorporate interactive elements.
- Toothpaste Manufacturing
- Toothpaste manufacturers, such as Colgate, can leverage interactive packaging designs to enhance brand engagement and connect with consumers.
- Educational Campaigns
- Companies running educational campaigns, like Smile O’Clock, can benefit from integrating packaging designs that extend the campaign's characters and messaging.
