Redesigning the toothpaste tube

GlaxoSmithKline is launching an innovative aerosol gel for its Aquafresh toothpaste range, designed by London consultancy Slice Design.

Slice’s work on the Aquafresh product extends from the custom-designed cap to the pixilated colour background, and is designed to make the brand more ‘cutting-edge’.

Slice has developed a technology brandmark called the Iso-Active icon, that aims to position Aquafresh ahead of Colgate as the lead innovator in toothpaste technology.

Slice Design worked closely with Aquafresh’s global team for 18 months on the design, which will be launched across the UK in April, and will be used on packaging, the website and in the advertising campaign.

Gary Spencer, director at Slice, explains, ‘The aim was to brand this technology in the same way that Intel is used on computers.’

Spencer says that his consultancy has been involved in the full development of the graphic and structural design of the toothpaste’s packaging, which is already available in Germany, France, Holland, Belgium and Scandinavia.

The launch of Aquafresh Iso-Active is part of an ongoing relationship since 2004 between the brand and the design consultancy.

Slice has relaunched the entire Aquafresh range and developed several products, including the White & Shine, Advanced and Kids ranges.

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