Promis Kids – Oral Care Packaging System

Brief

Promis, an established brand in the sustainable oral care sector, commissioned WillBe to design the packaging for its new line extension dedicated to children: “Promis Kids”. The design challenge was complex, as the packaging needed to communicate simultaneously with two very different target audiences. On one hand, the parents (the buyers), who seek clinical reassurance, safety, and clear messaging; on the other hand, the children (the end users), who often experience the oral hygiene routine as a boring daily chore.

Concept & Design

To resolve this duality, we developed a “Clean & Playful” visual strategy. The packaging system capitalizes on the scientific authority and “green” commitment of the parent brand, but translates it through a completely new visual language. The information architecture on the outer boxes is clean and rigorous, reassuring adults about the quality of the ingredients.

However, the overall aesthetics burst with a bright, energetic color palette, combined with soft, custom balloon-style lettering. The true heart of the Packaging Design project was the development of an empathetic Character Design: the mascot “Mocci” the squirrel. This character interacts dynamically with the packaging faces and the inner tubes, creating a playful visual narrative that transforms brushing teeth into a moment of interaction and fun.

Strategic Outcome

The result is a packaging system with a strong shelf impact, capable of blending the rigor of dental care with a playful aesthetic. Promis Kids breaks down communication barriers, building a bond of trust with parents and, at the same time, an emotional and empathetic bridge with the little ones.