Minti is a new line of sustainable oral care products with inclusive branding that takes a refreshing approach to its branding. Founded by Dr. Onaedo Achebe, Minti found inspiration in the lack of diversity, representation, and sameness of the branding found in the oral care industry.
Instead of using the same clinical look full of lens flares and teeth found among big oral care brands, Minti’s visual branding is vibrant and pleasant, with a color palette of mauve, forest green, grey-green, and white. The wordmark uses elegant and pleasing typography, and the diacritics over the letter “i” have a subtle leaf shape, a nod to Minti’s sustainability features. The outer packaging is 100% recyclable, the toothpaste bites come in recyclable and reusable tins, and the refillable floss case gets made using biodegradable bamboo.
