Protecting people's smiles is something Colgate has been doing for generations. Colgate wanted to inspire the loyalty of a new generation of consumers based on this heritage, and the trust that it elicits.

The final design was inspired by the range of beautiful packaging Colgate have in their historical archives. Presented as if they were successive generations in a family tree diagram, the evolving packs of oral hygiene products allowed us to instantly convey the passage of time, as well as the intimate, familial relationship the brand has enjoyed with its consumers. The aged, manuscript feel of classic family tree designs also informed the approach and add to the aesthetic appeal.

Still in market.