Design: Repina Branding
Project Type: Produced, Commercial Work
Client: Insmile Dental Lounge
Location: Moscow, Russia
Packaging Contents: Dental cosmetics
Packaging Substrate / Materials: Plastic

A series of specialized high-tech premium oral care products – Equre

To develop a brand system for all SKU in product line

The Equre brand is changing the attitude of teeth brushing as a routine process, stating that it can be enjoyable. The positioning strategy is the idea of the cult of caring for teeth.

Creative concept “Cult of a beautiful smile”.

Package Design
The idea of the cult realized in the design of the package. The basis of the visual idea was totems in the art deco style, which are designed to protect the purity and health of teeth. Each line has its own totem.
Premium brand product is supported in the package: Equre toothpaste is not available in traditional tubes, but in cosmetic bottles with dispensers. In addition, the shape of the outer packaging in the form of a tube helps the brand build up from the competitors on the shelf.

The interaction with the package turned into a game — when you open the tube, the totem mouth opens.