A Fresh New Take
White Glo is one of the original brands in teeth whitening and led the way with teeth whitening products to use at home almost 30 years ago! Since then, the market has changed significantly, with many toothpaste brands now selling whitening products in stores and through social media.
Our solution was to reinvigorate the brand’s purpose and inject meaning into White Glo to transform the brand from a clinical commodity into a symbolic lifestyle choice. This was established through our striking visual language, evident through our bold new identity, strong cohesive packaging design system and distinct brand tone-of-voice.
A vibrant colour palette and suite of brand assets helped round out the fresh new White Glo aesthetic, which stands to truly create disruption in the oral care category.
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“We are very pleased to have partnered with Boxer and Co on a major branding and positioning project for White Glo. The Boxer and Co team has delivered excellent work throughout from research to strategy to design and to completion. Highly recommended.”
White Glo Company Director
Photography by Brooke Maloney