Confident | Mehran Yadegari

Project

Packaging and Campaign Design for Confident
Company’s New Toothpaste Series

Brief

Confident Company is launching a new series of toothpastes that cater to different dental needs, including whitening, sensitive teeth, gum care, and fresh breath.

The packaging must reflect the brand’s commitment to oral health, innovation, and premium quality while maintaining a strong shelf presence in a competitive market.

Care Complete – infused with Green Tea Extract & Zinc

Pure Aqua – enriched with Vitamins B5, E, and C

Max Whitening – formulated for 2x shinier teeth

We were tasked with designing packaging for a new line of three distinct toothpaste models. While each needed to express its own unique personality and benefits, they also had to align under a cohesive visual identity that tied the range together.

The trio included:

Challenge
& Solution

Solution 1:
Xylitol

A key highlight of this new product line was its enhanced formula, featuring +20% xylitol—a selling point that had to be clearly communicated on each pack.

To emphasize this scientific advantage, I decided to incorporate the chemical structure of xylitol into the packaging design. I felt this visual cue subtly reinforced the idea that the product was developed by experts, adding a layer of credibility and trust. It brought a sense of clinical precision while still blending harmoniously with the overall aesthetic—bridging the gap between science and everyday care.

Color

Confident Company is launching a new series of toothpastes that cater to different dental needs, including whitening, sensitive teeth, gum care, and fresh breath.

The packaging must reflect the brand’s commitment to oral health, innovation, and premium quality while maintaining a strong shelf presence in a competitive market.

Solution 2:
Green Tea Leaves

Since one of the key brand elements that needed to be incorporated into the designs was green tea, I chose to use vector illustrations of green tea leaves. This not only clearly communicated the product’s natural ingredient but also helped evoke a sense of freshness and purity for the audience.

Colors

Designing this campaign required creating a new identity that could effectively convey a sense of freshness and modernity to the audience. The visual identity needed to evoke a feeling of vitality and energy. The main challenge was that this message was already prevalent among competitors' products, so we had to find a way to stand out in a crowded market.

Packaging

By combining green tea leaf vectors with the chemical structure of xylitol, I developed distinct packaging designs for each of the three products—each in its own unique colour palette to reflect their individual identities while maintaining consistency across the range.

One of the most significant challenges I faced during this project was coordinating with the medical evaluation team and the laboratory department. Every detail of the toothpaste’s chemical composition had to be reviewed and approved by them multiple times to ensure full accuracy and compliance. This collaboration was essential to aligning the design with both scientific credibility and regulatory standards.