Defining a new dimension in oral care

New to market, Paist is a naturally certified, plastic free toothpaste. It is 100% recyclable and made by dentists. Two Times Elliott partnered with Paist to develop their visual identity, copy, website, packaging and 3D elements.

In a market dominated by uniformity, PAIST dared to shift the established paradigm. The challenge? To stand out in a sea of red, white, and blue, and to infuse an everyday product with excitement, sustainability, and a distinct tone of voice. PAIST’s ambition: to be everything the big brands weren’t.

Our journey with PAIST posed a pivotal question: How do we create an identity that embodies trust and efficacy, whilst ensuring it’s packed full of an energy and freshness so far unseen in the oral care category? The solution stemmed from the concept of tooth brushing as a daily ritual, a consistent bookend amidst life’s chaos. This dual-layered approach resonated with PAIST’s desire for a reliable yet charismatic brand.

Our efforts culminated in a visual identity that boldly parted ways with the standard lexicon of oral care. By juxtaposing a clinical aesthetic with elements of spirited character, we crafted a multidimensional brand identity. This layered approach enabled PAIST to project both authority and approachability, reimagining oral care as a realm of playful energy and innovative design.

Two Times Elliott is based in the heart of Hackney, London UK. We are an internationally recognised, independent design studio, contributing to and shaping the global conversation on design and creativity. For over a decade, we’ve striven to push the boundaries of what’s possible in design. To create ideas and worlds outside the expected. A partner in change, we collaborate with ambitious people and companies to help them design their future.




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Creative Director: James Horwitz
Designer: Connor Fairclough
Senior Designer: Ed Lock
3D Designer: Toby Causton-Ronaldson