Industry: Beauty and Hygiene

Product: Tooth whitening products

Company Overview: With over 40 years of combined experience in researching and testing professional whitening technologies, the founders of Smileactives have a lot to smile about. After spending several years in development, they are proud to offer professional whitening systems that are both affordable and accessible outside of the dental office. The Smileactives line of teeth whitening and oral care products are manufactured in the USA by Oraceutical, one of the world’s leading R&D companies. Oraceutical manufactures, patents and markets innovative, next-generation products for dental professionals and consumers.

Project brief: With its patented technology and amazing consumer test results, Smileactives wanted to establish a new, recognizable brand identity. We began with examining different directions that the brand could go in before deciding on logo concepts, primary packaging, and secondary packaging for the whitening products. 
The brand’s main feature became an overlapping wave pattern which symbolizes the product’s whitening power. The wave pattern's different levels of color intensity refer to fast and noticeable results, ultimately imitating the whitening process by showcasing a multilevel "dipping” effect. Smileactives products are sold online on QVC and Amazon, and in store at Ulta and Costco. During the holiday season, Smileactives pens were being sold as part of holiday gift sets, giving us an opportunity to design fun, bright, and festive seasonal packaging.