Client :Colgate
Design :Designest Cloud Nest Innovation Consultation
Time:2022
Service: Theme Planning | Packaging Design | IP Design

Christmas season, all kinds of Christmas products, Christmas activities attract attention and grab the attention of young consumers. In the face of this group of consumers who are pursuing freshness, Colgate has joined hands with Designest to launch "Christmas Shining Limited Edition Toothpaste" to convey winter warmth and surprises!

1. Fun and Colorful Christmas Stimulates Optimism Experience

Christmas is a colorful and warm winter festival. In the current era, consumers in the post-epidemic era have put forward a new demand for consumer behavior, and they need not only to get products but also to get a warm and optimistic emotional experience in the consumption scene.

Christmas toothpaste has become Colgate's hot-selling product in this festival due to its unique paste and good efficacy. It has been continuously innovated for two consecutive years and has been liked by a large number of consumers. In 2022, we took this opportunity to launch a "warm winter plan" to bring consumers a warm shopping experience in this winter.

We think from multiple angles, how to form a more distinctive new visual style based on two consecutive years of packaging vision, so that consumers can remember us in a dazzling array of products.

Creative draft

As a result, we spread our creativity. The traditional elements of Christmas are often the most memorized by everyone. We give up this idea and choose the most representative image of "snowman" in winter and the most interactive image with consumers as the main element of design. We hope that when consumers first see the product, they will have a sense of intimacy.

After several rounds of iterative updates, the product was finally officially released in December.

Changes in Packaging Iteration

2. Young visual display narrative pictures

As is common in the market, the visual style of traditional toothpaste packaging tends to be cumbersome. Through the stacking of materials and eye-catching words to show the efficacy of products, the differentiation between different brands is subtle and difficult to stand out from the market. In recent years, the consumer population is constantly changing, and the young group has become a force that cannot be underestimated in the consumption power. After people's material life is satisfied, there is a need for a higher level of spirit and aesthetics.

We use packaging to tell stories and convey information through artistic illustration expressions. The younger visual style is not blindly cool, but to form a personalized memory point, so that consumers can "see you more" in many products ".

3.IP-based design narrows the relationship between brands and users

IP image is the expression of brand genes to convey brand culture and value. Good IP elements have strong charm to attract consumers. The round and lovely snowman is an elf in winter. We turn the image of the snowman into us playing in a lively Christmas atmosphere. We touch consumers' inner fantasy of winter with the naive image of the snowman and skate happily under the most shining stars of the Christmas tree, thus narrowing the distance between the brand and users and enhancing the affinity of products.

Refinement Process of Snowman IP

4. Plush Touch Happiness in Winter

The structure and craftsmanship on the packaging have gradually become a core highlight of brand packaging. Clever materials or packaging structures can form brand differentiation and attract the attention of consumers in market competition. We use plush materials to convey The theme atmosphere of "Warm and Happy Christmas", while enhancing consumers' five-sense experience, is in sharp contrast with traditional toothpaste packaging, resulting in brand uniqueness.

5. Warm and warm atmosphere Christmas exclusive gift

"I swear I won't sleep on Christmas Eve. I want to listen to the reindeer running on the roof and shake hands with Santa Claus at the chimney root"
-"Christmas Remembrance Collection".
This Christmas, may you spend it warmly and smoothly. There is no Santa Claus in the world. All surprises and romance come from those who love you. We bring the exclusive gift of Christmas to every consumer.

Exclusive Expression Package