Sensodyne has launched a new premium range extension with new product Clinical White, working with global agency Marks.
The ambition of the new release was to increase relevance across a wider segment of people suffering from teeth sensitivity.
Marks said every detail of the design had to be meaningful and distinctive, while conveying Clinical White’s ‘unique proposition’.
The design strategy uses the brand’s expert and nuanced understanding of the language of science and aesthetics, as well as attractive design, to create a premium brand experience.
Leveraging vertical packaging and enhanced premium print finishes, it is built around the iconic Sensodyne ‘S’. For Clinical White, it is redrawn in a new signature version that divides the pack horizontally to highlight to the key benefits of the product.
The overall visual expression of the new product conveys the modern, simple, elegant and ‘top tier’ that people are willing to pay more for.
James Houghton, global senior design director at Sensodyne owner Haleon, said: “It was crucial that the design created a holistic and future-proof approach, building solid foundations for a premium, efficacious and disruptive experience that’s true to the Sensodyne brand.”
Matt Kerr, executive creative director at Marks, says: “The design needed to stand out on shelf but also celebrate the product in the bathroom through its premium cues, positioning it alongside adjacent categories such as beauty, perfume and other wellness products.”
Source:
https://www.packagingnews.co.uk/design/new-packs/sensodyne-clinical-white-toothpaste-marks
