Branding & Packaging for PAIST by Two Occasions Elliott — BP&O

Toothpaste hasn’t traditionally wanted to do loads, design-wise: it’s a class primarily based on performance and efficacy, over developments and aesthetics – delicate enamel, whitening processes, goth-adjacent charcoal formulation, bizarre little crystals, and so forth and so forth.

That operate over kind factor has meant that over time, toothpaste packaging has turn out to be extremely monotonous – often a predominantly white, purple and blue confection with occasional glimmers of purple. It’s all a bit sterile at this level, with little differentiation between manufacturers and merchandise.

But when historically-rather-dry sectors like funding companies and residence vitality insurance policy might be given slick, good id revamps, toothpaste can actually be given a big shakeup for the higher.

London-based design studio Two Occasions Elliott has bravely taken on the problem of ‘disrupting’, for need of a greater phrase, designs for toothpaste. And the outcomes are as good as a blinding mouth of Turkey enamel.

The toothpaste in query is PAIST – how very 2020s a reputation, with its deliberate skew-whiff spelling and its defiantly all-caps styling. In response to Two Occasions Elliott, the model ‘dared to shift the established paradigm in a market dominated by uniformity,’ and so the company’s problem was to face out towards the established manufacturers and ‘infuse an on a regular basis product with pleasure, sustainability, and a definite tone of voice’. PAIST’s ambition? To be all the pieces the large manufacturers weren’t.

The model actually has many distinctive promoting factors: it’s free from preservatives, synthetic flavours, and sodium lauryl sulphate; in addition to being plastic free by choosing a recyclable steel tube.

And design-wise, it’s actually reaching the goal of going towards the grain of established competitor manufacturers. The id is daring, minimal, and type-led, with the sans serif font LL Supreme doing quite a lot of the heavy lifting right here. The Humanist typeface by Lineto is a brand new tackle the traditional Futura, and is described by the foundry as ‘a particular, totally practical but refined typeface’. It’s slightly becoming, then, for one thing like PAIST: the model desires to face out, talk what it’s and what it does, and convey a way of professionalism and scientific rigour.

The font selection additionally chimes with how Two Occasions Elliott describes the temporary for the venture: ‘Our journey with PAIST posed a pivotal query: How will we create an id that embodies belief and efficacy while making certain it’s packed filled with vitality and freshness to date unseen within the oral care class?’

The company provides that PAIST was searching for a ‘dependable but charismatic’ and multidimensional model that ‘juxtaposes a scientific aesthetic with parts of spirited character’. This duality partly knowledgeable the idea behind the id: the thought of tooth-brushing as a twice-daily ritual – or, because the company places it, ‘a constant bookend amidst life’s chaos.

The designs do really feel constant; a chilled riposte to chaos – although simply how far a humble toothpaste can counter life’s vacillations and tribulations is debatable. Nonetheless, it’s good of PAIST to strive – and to go as far as to reimagine ‘oral care as a realm of playful vitality and revolutionary design’.

We’re unsure precisely how playful all of it is – but it surely doesn’t must be. PAIST’s id stands out, appears to be like nice, and feels each completely trendy and coolly reliable. That’s partly right down to how color is used throughout the branding. Every tube makes use of only one hue, and these don’t depart an excessive amount of from the blues and whites of the remainder of the class palette (for the Whitening and Every day variants respectively), and the purple of the Delicate product.

It takes confidence and ability to create an id that shuns just about the entire conventions of a class; and Two Occasions Elliott has achieved that beautifully, borrowing from the language of Instagrammable D2C however with out studying too far into the entire millennial minimalism factor. It’ll be attention-grabbing to see if the oral-care huge weapons begin to strip again their dated tubes and predictable packs post-PAIST, however solely time will inform.