As a world-renowned leader in the global oral care category, Colgate is once again looking to lead a change in a largely functional, complicated and serious electric toothbrush (ETB) market with the brand creation of Hum – a series of smart, connected toothbrushes that bring a fresh, simple and personalized approach to oral care. It's a 'brush that knows you and an app that shows you'.
With guidance to improve speed, angle, and coverage as well as gamified challenges that make brushing more fun, the brush and app duo provide a breadth of innovative features, all of which reward the user with smile points along the way.
Our challenge was to empower consumers to optimize their self-care and encourage them to improve their daily brushing routine, by really focusing on the connected nature of Hum. Partnering with Colgate, we created the positioning, name, identity, app and campaign materials for this dynamic new brand.
Every aspect of our visual approach was about stripping away clutter and jargon and dialing up the sensorial, the personal and the feel-good factor with an optimistic and inviting visual communication.
Taking our inspiration from the actual sound of the toothbrush itself, we have created an exciting new Hum in the ETB category – reasserting Colgate's leadership with a brand boasting a more fun and human brand personality and a refreshingly straight-talking and disruptive design that encourages people to 'get in sync with their smile'.
Every element of the brand identity scheme seamlessly weaves the idea of function and fun together to draw people into a new dialogue and idea of oral care.
The sound of the toothbrush is immediately brought to life in the sensorial brand name with the new brand identity emulating the colored power button – a visual device and key asset which leads people through the Hum experience in a thoughtful and playful way across all supporting and campaign materials; even becoming punctuation in messaging.
We developed a forthright, cheerful and conversational tone of voice and messaging for all brand materials from product information leaflets – with 'Hi there, let's get to know each other' – right through to subway advertising with 'Hummmmmm your way to smiles'.
Every aspect of the Hum packaging design boldly breaks through the traditional and expected aesthetic of the electric toothbrush category.
The bright red adds a noticeable shot of color to a typically cold and clinical looking oral care shelf. The design speaks to people with telescopic exterior packaging opening to reveal the 'sounds like smiles' strapline as the product is unboxed. The repeating m's of the 'hummmmmm' name promotes the product attributes, looking like a set of teeth and also emulating the sound of the toothbrush.
The result is a dynamically different and interactive packaging design to establish recognition and resonate with people to make new routines when it comes to self-care.