Derrick Lin


Design: Anthem Worldwide
Design Director: Sara Jones
Project Type: Concept
Location: Amsterdam, Netherlands
Packaging Contents: Toothpaste, Oral care
Packaging Substrate / Materials: Metal, Paper
Printing Process: Gravure

Anthem Worldwide’s Benelux team loves nothing more than to challenge the status quo and to champion design as a tool for innovation. Continuing its long history of award winning conceptual work, the team have recently been imagining new futures for the oral care category.

Supermarket shelves are a wash of white, blue and red with little to no differentiation between brands – the oral care category is long overdue a shake-up! Brand assets aren’t unique leading to copy-cat retailor offers and extreme price wars with consumers driven to navigate their purchase based primarily on discount price offers.

Toothpaste, as a product, is of course a regular and necessary purchase – it’s also an intimate one given we put it inside our mouths. However, most existing brands use synthetic flavorings made even more unnatural by the use of bold primary colours on pack. On top of this, toothpaste is something consumers have to display in their homes.

Anthem Benelux’s Design Director Sara Jones commented: “We asked ourselves, aside from the desire for clean teeth and fresh breath, what other benefits could a new challenger brand bring?”

What’s Unique?
‘Minted’ is a contemporary lifestyle conceptual brand of herbal toothpaste with accents of select botanicals. The products provide premium teeth cleaning and care as well as fresh breath using natural flavourings and colour codes.

The design of the crimp structure at the top of pack to represent a mint leaf is unique, iconic and a valuable own able brand asset – elevating the ordinary into something special. ‘Minted’ is designed for the home, not just the supermarket shelf – a lifestyle concept brand to be proudly displayed in your bathroom.

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