With the aim to move away from the sterile and medicinal packaging systems often seen in the tooth whitening space, student designer Aumika Shetty created Gleeeem. The soft and whimsical approach brings the dental hygiene space a much-needed relaxed aesthetic. With Gleeeem’s bright white and playful blue hue, there’s a sense of self-care instead of a hard push on the overly-medicinal approach that’s typically noticed. Finally, a non-intimidating dental care brand that feels more like a wellness brand.

Gleeeem is a visual identity concept for dentist-grade whitening toothpaste. It aims to bring a whimsical refresh to the clinical and repetitive visuals that exist in the market for such toothpaste today, without modifying the classic form of the existing box and tube.