Mouthy Toothpaste

Mouthy is a premium oral care brand based in New Zealand. The new luxury toothpaste is made with a unique blend of high quality, locally sourced ingredients that work together to provide superior protection against cavities and gum disease.

Mouthy founder Mindy Evans, was frustrated that the endless variety of toothpastes at local supermarkets all looked the same and were a let-down in terms of their aesthetic and appeal. “It’s no wonder toothpaste is hidden away in the draw beneath your bathroom vanity despite being one of the most used products daily”. Mindy took this as an opportunity to create a challenger brand that is effective and stylish.

The name, Mouthy, reflects Mindy’s purpose; to challenge the status quo, and to be loud and proud about beautiful clean teeth and beautifully luxurious oral care product.

The approach to the brand and packaging design follows this strategy – to be functional and beautiful. Inspiration was taken from luxury cosmetic and body care categories. A minimal and considered approach to the typography and claims kept the packs clean, and differentiated from competitors on busy supermarket shelves. Bold colour and an abstract pattern illustration communicate ingredients and flavour in a contemporary way. Mouthy is thoughtfully designed to be pride of place in the bathroom. It’s a little luxury for every day, without the premium price tag.

In addition to its superior formula, Mouthy is also eco-friendly. The toothpaste tubes are made from recycled plastic, helping to reduce the impact of plastic waste on the environment.