Reinvigorating the Idea of Oral Care Through Sensory Branding
As a world-renowned leader in the global oral care category, Colgate was once again looking to lead a change in a largely functional, complicated and serious electric toothbrush (ETB) market with the brand creation of Hum – a series of smart, connected sonic toothbrushes.
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Our challenge was to combine fun and function, engaging people in a new conversation about fresh, simple, and personalized oral care. We developed the brand’s positioning, name, identity, app, and campaign materials to bring this dynamic new brand to life.
Every aspect of our visual approach was about removing clutter and jargon and dialing up the personal and the feel-good factor with an optimistic and inviting visual communication. The sound of the toothbrush is immediately brought to life with the new brand identity emulating the colored power button—a visual device and key asset which leads people through the Hum experience in a thoughtful and playful way across all supporting and campaign materials; even punctuated in the messaging.
We developed a cheerful and conversational tone of voice and messaging for all brand materials from product information leaflets – with ‘Hi there, let’s get to know each other’ – right through to subway advertising with ‘Hummmmmm your way to smiles’.
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