Connor Fairclough

Brand & motion

Paist
2023 @ Two Times Elliott
Identity
Motion
Website
Art Direction
Packaging As a dentist, whose job was to recommend toothpastes, PAIST'S founder struggled with the fact that most are packed full of artificial ingredients, abrasive whitening options and almost all come in a plastic bottle - with over 300 million tubes ending up in landfill in the uk every year. She wanted to challenge a legacy category of blue, white and red, with powerfully effective, natural, toothpaste that was 100% plastic free.

Our challenge was how do we make people care about sustainable toothpaste. Tapping into the mindset of a more conscious consumer, we focussed on clear, concise and transparent messaging and carried this simplicity into our design approach. Stripping everything back to present a vastly different sensibility to the existing category behaviours. We applied this new vision for the oral care experience across a full identity, packaging design and the platform experience.

CC: Liam Morrow, Edmund Lock

3D design: Toby Causton-Ronaldson

Product photography : Handover Agency

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