A toothpaste rebranding embracing sector taboos

The Bahamas – Founded by musician Lenny Kravitz, toothpaste brand Twice is undergoing a visual refresh that embraces an unconventional colour palette for the dental care sector.

While many oral care products focus on minimal design cues and colours associated with hygiene, such as silver, white and blue, Twice bravely opts for a sunshine yellow as the focal point of its brand. Concrete, the Toronto-based design studio behind the rebranding, considers the bold colour choice an opportunity to cut through tired design tropes.

‘The distinctive yellow is a colour traditionally avoided in the oral care sector because of its associations with yellow teeth,’ explains the studio. ‘But this created an opportunity for us to break away from such literal thinking and connect to the positive emotions associated with the colour.’ By confronting a design taboo in the sector head-on, Twice demonstrates how brands can continue reworking the dental industry to elevate oral care as more of a lifestyle sector.