Hum

From global icon to self-care sensation

hum by Pearlfisher and Colgate branding
A row of six smartphones displaying various user interface screens for the "hum by Colgate" mobile app against a coral pink background.
hum by Pearlfisher and Colgate branding
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“We were thrilled to partner with Pearlfisher on the brand positioning and visual identity development for hum. The oral care device segment is ripe for disruption, and we believe that hum will pave the way. From its ‘human’ brand personality and refreshingly optimistic visual communication, hum breaks the conventional category cues in an uncomplicated, approachable manner.”

Kristina Karaiskos

Oral Care Global Brand Design Director
Colgate Palmolive

The sound of things to come.

The electric toothbrush shelf was a crowded place, packed with clinical design, technical claims and feature overload. Challenger brands came in with style. Everyone else shouted louder. It was noisy.

For Colgate hum, we cut through the noise. And owned it.

We stripped away the dental jargon, and reframed brushing as enjoyable self-care, complete with an intuitive app and friendly advice. Smart technology. Human experience.

Inspired by the toothbrush’s hum, the repeated ‘m’ is a set of teeth, a sound, a brushing motion. And a distinctive brand asset. Coral breaks through a sea of clinical blues. The tone of voice creates conversations, not claims.

Warm, sensorial and still, unmistakably Colgate. A global icon, yes – only now, with a fresh new smile.

A white hum by Colgate electric toothbrush handle and head positioned vertically next to the greeting "hi there." on a red background.
Close-up of a smiling woman with teal graphic eyeliner under text reading "a cleaner smile isn't the only reward.".
hum by Pearlfisher and Colgate branding
Large street-level billboard featuring a repeating white wave graphic extending from a blue toothbrush head, with the slogan "Hummmmmm your way to smiles.".
A hum by Colgate starter kit displaying the electric toothbrush, charging base, travel case, extra brush head, smartphone app, and cylindrical red packaging against a solid red background.
A smartphone floating at an angle displaying the hum app's 3D guided brushing interface surrounded by playful confetti and stars against a coral background.
Three hum by Colgate electric toothbrushes standing vertically side by side in periwinkle blue, mint green, and lavender purple against a red background.
Top-down view into an open coral red shipping box containing hum by Colgate toothbrush packages and replacement brush head boxes.
Monochromatic knolling composition of light blue personal care items and hum by Colgate toothbrush accessories.
Macro view of a hum toothbrush head with graphic vibration lines and text reading "powerful sonic vibrations.".
Two cylindrical red hum by Colgate packaging tubes of different heights standing next to a light blue electric toothbrush on a coral background.
hum by Pearlfisher and Colgate branding
Close-up of a mint green toothbrush head underneath white text reading "hummm your way to clean." on a teal background.
hum by Pearlfisher and Colgate branding
A mint green hum electric toothbrush syncing wirelessly to a smartphone displaying brushing summary results on a red background.
Close-up view of three hum electric toothbrushes in mint, blue, and purple lying diagonally side by side on a coral red surface.
Alt Text: An artistic display of hum by Colgate electric toothbrushes and matching travel cases in pastel purple, light blue, and mint green arranged on simple geometric stands against a bright coral red background.

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