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Yitong Jiang

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
PRD-442 Package Design 2: Brand Systems
Faculty:
Ania Borysiewicz

Crest

My research found Crest's customers have hidden storage preferences, often displaying visually attractive brands prominently. This suggests a need for a design to foster exclusive brand loyalty. And oral care products, as daily consumables, are over-packaged, requiring a rethink of materials. Sensory experiences are also undervalued; unlike skincare, oral care gets less attention despite the importance of chewing. Crest aims to introduce multi-sensory experiences to talk to younger consumers.
After recognizing that Crest's current packaging uses overly complex fonts and has maintained the same color scheme for years, the brand decided to appeal to a younger audience by revisiting its heritage. Crest retained the classic red and blue combination but shifted from a deep blue to a fresher light blue, bringing new vitality to the brand.
Crest has chosen Sulapac’s Sulapac Solid as the primary sustainable material for its product packaging. Sulapac Solid is an eco-friendly injection molding material, ideal for daily-use containers, and is used for both lids and floss cases. Mouthwash bottles are made from durable, recyclable borosilicate glass. Additionally, the toothpaste tubes use the same 100% recyclable HDPE material as Colgate’s, to accommodate high consumption and recycling demands.
In terms of sound, Crest's packaging produces a comfortable, crisp tearing sound, guiding users into a refreshing and pleasant cleaning ritual. Visually, Crest emphasizes the fundamental function of teeth by incorporating architectural shapes and sliding mechanical structures, highlighting the strength of teeth and the importance of chewing. Taste-wise, the new mint flavor is invigorating and refreshing, making users feel confident every day.
Opening ceremony of dental gum