Moscow based Repina Branding Agency is known for their imaginative concepts and consistent quality, always aiming to communicate a unique brand message, to say something new, when everything has already been said. Their latest project, a new packaging, and branding concept for a premium oral care product line Equre, is a prime example of how an everyday product is elevated into an experience.
The idea of creating high-quality care products for the oral cavity was born from many years of experience in the medical practice of the dentist Gleb Pecley, the owner of Insmile clinic network. Repina was tasked with developing positioning and packaging for their new Equre brand. During the research, the main trends in the design of competitors branding were identified: medical aesthetics, the presence of photographic images of taste, the lack of image graphics, the bare function instead of emotions. Repina aimed to avoid all the cliches, and instead created an unusual, premium brand image with packaging that separates them apart from the rest.
The inspiration behind the visual concept was totems in an art deco style, there to protect the purity and health of the teeth, with each product line having its own totem. Equre toothpaste doesn’t come in traditional tubes, but in cosmetic bottles with dispensers, adding to the premium brand easthetic and experience. In addition, the tubular shape of the outer heavy paper packaging helps the brand stand out from the competitors on the shelf. The interaction with the package turns into a game — when you open the tube, the totems mouth opens. Watch the amazing video in the end, to see the concept come alive!