Launch Design for Colgate Mouthwash, Germany
Winner
Excellence in Brand Strategy and Creation
Brand Design – Packaging
Details
HAJOK Design takes pride in being responsible for the development of the Colgate mouthwash packaging. Based on intensive brand strategy work, the agency developed a high-impact design with a lifestyle tonality and storytelling. The appearance on all panels of the pack is clear and provides a target-group specific iconography. The abstract shapes are reminiscent of ice crystals, diamonds and speech bubbles and always have a reference to the respective benefit of the product. With a dynamic, modern look and quickly comprehensible icons, the design presents the benefits of mouthwash to Generation Z in their own unique tone of voice.
The Jury‘s Statement
HAJOK Design has created packaging for Colgate mouthwash that is strategically thoughtful, visually appealing, and impactful in execution. With a clear, lifestyle-oriented design language and target-specific icons, it resonates with Generation Z. The 360° design combines abstract forms referencing product benefits with an emotional narrative. The result is a modern, easily comprehensible appearance that clearly communicates the benefits of mouthwash while strengthening the brand image in a distinctive way.
