| Title | EQURE |
| Brand | INSMILE DENTAL LOUNGE |
| Product/Service | PREMIUM ORAL CARE PRODUCTS |
| Category |
E01. Beauty / Healthcare |
|
Entrant
|
REPINA BRANDING Moscow, RUSSIA
|
|
Idea Creation
|
REPINA BRANDING Moscow, RUSSIA
|
Credits
| Valeria Repina |
Repina Branding |
CEO and creative director |
| Alexandra Loginevskaya |
Repina Branding |
Art Director |
| Polina Zagumenova |
Repina Branding |
Designer |
| Roman Pustovoit |
Repina Branding |
Brand strategist |
Background
The goal was to develop brand positioning and design unconventional packaging for oral care products.
Describe the creative idea (40% of vote)
Equre consumers are residents of big cities, taking care of themselves, their health and appearance, with wealth above average.
Describe the execution (40% of vote)
While working on this project, we paused to think about how we could turn the ordinary routine of brushing one's teeth into an exciting ritual. We wanted to convey the exotic flavors of this handcrafted product, alongside its oral care properties. That's how we turned to ancient legends and beliefs and went back in time to the days when people used to create totem poles and believed in their protective powers. We've created a special totem pole for our customer: a defender to keep in your bathroom protecting your oral health and cleanliness. This image became an integral part of our packaging. It turned the process of using the tube into a game: when you open it, you open the totem pole's mouth.
List the results (20% of vote)
The client appreciated the packaging design, which stands out among competitors' brands.