In China, the desire for beautifully white teeth among women is nearly universal, and whitening toothpaste is a widely recognized solution.
However, despite the promise of whitening toothpaste, many are left unsatisfied because their teeth quickly revert to yellow whenever they consume colored foods or drinks after every brush.
Crest whitening toothpaste not only brightens teeth but also shields them from staining caused by colored foods or drinks. Crest aims to establish "prevention" as the new benchmark for what constitutes an effective whitening toothpaste.
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Crest Rebranding - Brand Visual Guidelines
Crest, a brand with a 60-year history in China, had an outdated image that no longer resonated with its new target audience of 25- to 40-year-olds. We undertook a comprehensive rebranding effort, updating the brand’s image, tone, and style across all communication assets, including the logo. We developed a new brand guideline to ensure consistency and alignment across all parties involved, from the internal Crest team to external collaborators.
