Colgate Palmolive
Baking Soda & Peroxide Toothpaste

At the time of this assignment, Colgate utilized an established architecture that communicated product variant differentiation in a common area on the right side of the carton.

As part of this project, we developed an action icon that centered on a “nurdle” of toothpaste. This solution features the hurricane nurdle that illustrates the perceived action of the swirling cleaning action of the product.

Hurricane Nurdle

Phase One Creative

Final Design

Final Design

Colgate Palmolive
Colgate SuperStar Toothpaste

The assignment:

For Colgate SuperStar, our task was to develop a replacement for the aging Colgate Junior which had lost its appeal to parents who believed it was inferior to Crest and Signal. A second objective was to address Colgate Junior’s “too childish” perception among kids.

Our challenge was to create a package that was more teen-oriented with a “cool and wild” appearance while still reassuring mothers and fathers of the product’s performance reliability.

Super Star

Phase One Creative

Final Design for Focus Group
CANADA