YAW. Dosed toothpaste to go

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Design: Maria Kupriyanova
3D Visualizer: Dmitriy Saveliev
Project Type: Student Project
School: British Higher School of Art and Design
Course: 2
Tutor: Leonid Slavin, Yevgeny Razumov
Location: Moscow, Russia
Packaging Contents: Toothpaste, mouth rinse
Packaging Substrate / Materials: Cardboard, Plastic

YAW is an oral care kit to go.

I made it for people who are constantly looking for their own way. Who likes break the rules and hates a lie. They don’t like mass market and shutterstock smiles. They are young and live in the moment, do what they want and they are really free. Free from frames. And it’s important to be true to yourself in everything, in the care of the oral cavity too.

Here we can see 2 big points:

  1. Youth freedom is mobility. You can wake up in any place and want to be fresh and pretty without any problems.
  2. Classic design in the category is not relevant for this audience.

YAW is oral care product for rebellious youth. It’s set that includes 3 products: dosed toothpaste, mouth rinse and refreshing strip. All packages are in format to go, and if you were hanging out at night, then in the morning, anywhere you can take care of the cleanliness of your teeth and feel great.

Message of this brand is “Do it by your own way”.

What’s Unique?
The oral care set to go for rebellious youth is special format. And form-factor is very important: the dosed toothpaste looks like a pack of cigarettes (but smaller), the mouth rinse looks like a flask and the refreshing strip looks like a condom. These forms are very convenient to take with you and in some sense are brutal.

I wrote the logo by toothpaste and did it morphing (many versions of lettering) for more freedom. All typography is reflected so that it could be read correctly only in the situation of consumption of products of this category – in front of the mirror. You need special point of view to see the idea. This is a metaphor for finding your way different from others.

Somewhat aggressive communication in the oral care market looks bright and catches the eye – and does it by their own way.