DenTek, a leading innovator in accessible oral care accessories, faced a challenge — their packaging looked like every other brand on the shelf. When one-third of purchasing decisions are made at shelf, the goal was clear: Make DenTek visible and desirable again.
DenTek turned to The Design Group at FCB Chicago to reimagine the packaging design system across their entire portfolio, to break through the clutter and effectively communicate each product’s benefits at a glance.
Inspired by the tech category, we crafted a design strategy that repositioned DenTek from ordinary to cutting-edge, cluttered to systematic, and emotionless to personal. This transformation included gradient illustrations to highlight product benefits, strategic color usage to balance expertise with approachability, unique shape language assigned to each product to distinguish by need, and new iconography to visualize brand benefits.
Consumer testing validated our approach, with 97% of participants agreeing the packaging broke through at shelf; 91% saying the packaging clearly communicated product benefits; and 90% saying they would purchase DenTek products, with one participant saying, "I can't think of any other oral care brand with packaging like this.” The flexible design system enhanced navigation across product lines and reflected DenTek’s category leadership, reigniting its innovative DNA.
