Elmex is one of the major players in the therapeutic toothpaste market. To emphasise the superior quality of Elmex and re-establish interest in the brand, dBOD decided to give the design an evolutionary make-over. This change warranted a functional relaunch.
We used the following means to achieve a maximum effect using minimal adjustments:
– changing the shape of the tube
– using a stronger hierarchy
– implementing a clearer range strategy
– adding a panel that emphasises expertise
dBOD renewed the entire product range and strengthened the hierarchy. The new tube has softened the brand image. The combination of design and material has created a look that is clear, easily recognisable and also accessible.