PRODUCT A series of specialized high-tech premium oral care products – Equre TASK To develop a brand system for all SKU in product line STRATEGY The Equre brand is changing the attitude of teeth brushing as a routine process, stating that it can be enjoyable. The positioning strategy is the idea of the ritual of caring for teeth. POSITIONING Creative concept "Cult of a beautiful smile". PACKAGE DESIGN The idea of the cult realized in the design of the package. The basis of the visual idea was totems in the art deco style, which are designed to protect the purity and health of teeth. Each line has its own totem. Premium brand product is supported in the package: Equre toothpaste is not available in traditional tubes, but in cosmetic bottles with dispensers. In addition, the shape of the outer packaging in the form of a tube helps the brand build up from the competitors on the shelf. The interaction with the package turned into a game — when you open the tube, the totem mouth opens.
Valeria Repina — creative director Alexandra Loginevskaya — art-director Roman Pustovoit — brand-strategist Polina Zagumenova — designer