Crest

Logo

The organic nature of the new logo reflects the human consumer, the liquids, pastes, and threads that make up different crest products, and the flowing water that we use to wash and clean.

Packaging

The packaging graphics and forms draw inspiration from gridded visuals of bathroom tiles and organized drawers. The logo plays with the graphics to create visual mix of organic and organized.

Social

The graphic system can work at a small scale on social media and emphasize the human side of crest to connect with the consumer.

Environmental

Different types of content like imagery or text an be contained in the rectangular framing system at a large scale on posters and billboards.

Retail Endcap Display

In retail, end-cap displays can look like clean bathroom counter top to showcase the products to the consumer in their natural environment.

Process

The initial packaging form that stood out was a more structured looking carton that opened up the possibility to explore refills, while the logo direction that I pursued was more organic and fluid.

Developing different packaging forms with the goal of creating a refill carton solution to reduce plastic waste by 86%

Part of the process involved color matching for Pantone, CMYK, and RGB for consistency across media types and production.

Before and After

Before

After