Brand Identity
Art Direction
Packaging
Better & Better is a new kind of personal care company helping people adopt healthy habits and positive personal rituals. Starting with a collection of clean ingredient toothpastes, we worked with Better & Better to create a consumer brand and product line focused on helping people own and experience lots of little wins every day. The toothpaste category is filled with brands that are all about function - whiter teeth, fresher breath, cavity fighting.Better & Better set out to make the best toothpaste, and along with it a better tooth brushing experience – one that feels less like a chore, and more like self-care. From positioning to identity to packaging, the brand was designed to be idealistic and inspirational – an antidote to overwhelming times, and the opposite of traditional oral care brands. The goal was to bring to life a brand focused on creating “absurdly ideal” products that turn habits into better-for-you rituals.