Kalodont

There are brands that need an introduction, and then there are those whose names have long since become part of everyday language. Kalodont belongs to the latter group. Present since 1929, the brand has been so recognizable across generations that its name has become synonymous with toothpaste in Croatia.

This is precisely why its redesign posed a unique challenge for Šanavala Concept Store. How do you modernize a brand with such a rich history without losing the very qualities that have made it instantly recognizable for nearly a century? The answer was not a radical transformation, but an evolution. The goal was not to invent an entirely new Kalodont, but to make the existing brand stronger, clearer, and more relevant to today’s market.

Consequently, the brand name was placed at the forefront, with an entirely new visual system built around it. At the heart of this new identity lies the redesigned Kalodont logo. We preserved its directness and recognizability while introducing a distinct new element—a reversed letter “D,” which effectively doubles as a smile.

This subtle intervention transforms the character of the entire wordmark. The reversed “D” disrupts the expected rhythm of the word, providing the logo with a unique detail that belongs exclusively to Kalodont. Rather than a generic, modernized logo, we aimed to create a mark that remains recognizable even through a single one of its elements.

Over time, this detail could evolve beyond a mere typographic adjustment to become a standalone brand asset—a visual signature capable of appearing on packaging, in marketing communications, across digital channels, and in any other context where the Kalodont brand is present. This was also the principle of the entire project: not to change Kalodont beyond recognition, but to find a few precise moves that will make it more recognizable than before.

The same principle was transferred to the packaging. In a category where a large number of products fight for attention through a multitude of colors, benefits, technologies and messages, we decided to simplify things. Kalodont occupies a dominant position on the new packaging, and the large area of ​​the packaging is treated almost like a small billboard for the brand name. Strong typography, clean surfaces and recognizable blue create a common visual code, while clearly defined color zones differentiate individual variants and their functional benefits. The hierarchy is deliberately simple: first Kalodont, then the product, then the benefit. In this way, the packaging does not try to say everything at once, but allows the consumer to find his way on the shelf in a few moments.

The result is a Kalodont that feels familiar at first glance, yet reveals the extent of its transformation upon closer inspection.