Fluocaril is a toothpaste brand which has been sold solely in pharmacies across Benelux, France and Spain. It was launched in 1947 in France and its unique formula with 2 types of fluoride addresses the biggest oral disease as 9 in 10 people will suffer from cavities in their lives. Fluocaril combines 2 fluoride salts for a short and long-term effect, clinically proven to prevent dental cavities.
The team relaunched Fluocaril in 2020 and commissioned us to work on its global rebranding. We put the brand back on track to success and gave it the place it deserves in French and Spanish pharmacies. We developed a new visual strategy, a revamped language, art direction and photography. We defined a bright new green and a unique signature where the most recognizable brand asset is used as the branding: the product itself, that proudly signs every campaign, in a clean and geometric layout. It’s efficient, reassuring, and modern. Fluocaril is a brand for the whole family: our new visual language introduces beautiful close-ups of happy faces, family members depicting the multi-generational connection with the brand, sharing the love, educating, creating those bright memories that will ultimately build the brand for the next generations.
We redesigned the pack with a new icon for the unique Fluocaril formula, the “bi-fluoré,” we also gave the kid’s line a face lift and introduced more innovation such as “natur’essence,” a new line of plant-based toothpaste. Just relaunched in July, Fluocaril is back, refreshed, alive, with new campaigns, new merchandising, and new packaging.
Brand Renovation, Visual identity, Packaging Design, New Range Creation, Art Direction, Brand Guidelines, Key Visuals (Print, Digital & Social), Retail Assets.