Others case study
Non-toxic toothpaste tablets that work like magic
We rebranded Münt to Others and collaborated with their bubblingly enthusiastic team – all in their early 20’s and so ready to change the world – to bring all the craziness they have inside, to the outside.
Brand strategy
Naming
Visual identity
Creative production
Messaging
Packaging design
“Brandcakes helped us turn our boring product-centred oral care brand into a bold and outstanding community. Paula coped magnificently with topics ranging from brand communications to creative direction and didn’t hesitate to go all-in and hands-on, always with true passion.”
Marilin Berg, co-founder of Others
Doing it the other way
Others, then Münt, was founded following a simple idea: if everyday products can be made without harmful chemicals and packaged more responsibly, they should. But without compromising quality, effectiveness, or look.
The underlying idea of the brand strategy is to flip the focus from the product to the people around the product — the ones who care about their health and the health of our planet, everyone with their own little quirks.
We dug inspiration from the conventional toothpaste brands: perfect smiles, plastic tubes, clean, hygienic look, and then turned it upside down. We developed a rebellious and real personality expressed in silly photography, bright tones and honest language. From the packaging design to the imagery, the visual language aims to stand out on a store shelf, in a bathroom and in social media feed. To get people curious, talking and of course — to join Others and switch their plastic tube to toothpaste tabs.
The colourful ideas became to life in collaboration with Luka Predragović (Maji Studio), Kertin Vasser and Mari-Ly Kapp (Saal Stuudio).
See Others website