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Sydney creative studio Tweak has developed pack architecture redesigns for a range of whitening toothpastes under Colgate's Optic White brand.

The Colgate Optic White brand.redesign features a consistent white glow set above a rippling red background on the tubes and packs.
The Colgate Optic White brand redesign features a consistent white glow set above a rippling red background on the tubes and packs.

Tweak design director Shane King told PKN that the directive for the brief was to define the three stock keeping units as a set, while clearly differentiating the variants.

The new range is a step above the core Optic White range, and contains two per cent hydrogen peroxide, which is also emphasised on the units.

"The redesign features a consistent white glow set above a rippling red background on the tubes and packs, which communicates the sub-brand and sub-brand range," said King, adding that the unique whitening function of each variant is expressed through a coloured abstract graphic which radiates from the white glow and links to the variant name.

King explained that the variant colour graphic, together with the flavour name depicted on the nurdle (the graphic representing the squirt of toothpaste), provide clear distinction without interrupting the range blocking effect.

The Colgate Optic White packs were printed and converted in Mexico by Extral and ALUprint respectively, while the toothpaste tubes and enclosures were manufactured at the Mission Hills Plant, also in Mexico.

The 'High Impact' (blue strip) packs are available at stores nationwide, while 'The Express' (maroon strip) packs are currently only available at Woolworths stores, and 'The Stainless' (green strip) pack will be phased into stores across the country when stock has been replaced.

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