Rebrush – the game-changing toothbrush that’s built to stay here and last - from a recycled lightweight aluminium handle and a sustainable bamboo head that can be easily swap out. Paired with a fluoride-free toothpaste, it's the best combo for a clean, au naturel oral care that's and all about health of the teeth as well as the planet.
Zero greens in your teeth,
100% green for the planet.
The objectives:
The goal was to shake up the traditional image of organic oral care products, which are mostly unattractive to younger audience that seeks bold and trendy appeal. Targeted at Gen Z and young Millennials with purchase preference in green, organic products, bold yet clean identity was created, which combines the clean aspect of oral hygiene with a green aspect of the products.
Deliverables: Brand identity and strategy, Tone of voice, Logo design, Packaging design, Secondary packaging and collateral
The solution:
The visual direction established for Rebrush branding embraces a bold, edgy aesthetic designed to captivate the eco-conscious Gen Z market. The vibrant, acid green hue makes a daring statement—it’s eye-catching, on-trend, and reinforces the brand's sustainability message by reflecting its natural, green ethos. This color choice is both disruptive and intentional, ensuring the product stands out while signaling its environmentally friendly mission. The layout is clean and minimalist, balancing simplicity with striking, bold elements like large typography and impactful taglines. These visual decisions give the brand a fresh, modern feel that aligns with its sustainable values while remaining approachable and relatable.
With the logo design, the letter “e” serves as a key focal point, being enclosed in a circle. This symbolizes the circularity of sustainability and life cycles, reinforcing the brand’s commitment to long-term environmental responsibility. The emphasis on the "e" also subtly points to "ecological," tying the logo directly to the product's green mission. Overall, the branding is a confident fusion of style, sustainability, and clarity, making it both trendy and meaningful.
The tone of voice:
The tone of voice for the Rebrush branding is bold, confident, and eco-conscious, with a playful edge. It speaks directly to a younger, sustainability-minded audience, using short, punchy taglines that are both impactful and approachable. Phrases like "Zero greens in your teeth, 100% green for the planet" and "Designed to outlive your brushing routine, not the planet" reflect the brand's forward-thinking attitude while keeping things fresh and relatable. The tone combines a sense of urgency for environmental change with optimism and a trend-savvy vibe, making the brand feel both purposeful and cool.
