Visual Identity For Smart Toothbrush Hum Smiles Back

by Rudy Sanchez on 04/26/2021 | 2 Minute Read

Most oral hygiene brands focus on the efficacy of their products. It makes sense. It's not like anyone wants teeth falling out of their mouth. But thinking of dentists and white coats doesn’t quite evoke friendliness or approachability. And considering that we start and end our days taking care of our teeth, wouldn’t it be nice to have a brush that smiles back?

Editorial photograph

Colgate’s new electric toothbrush Hum smiles back at the consumer through its playful and approachable design, packaging, and branding. Working with agency Pearlfisher, Hum’s depth of character is immediately noticeable. The rounded end of the rechargeable and smart toothbrush is seen throughout, especially in the curves of the principal typeface. In addition to being similar to the toothbrush head, the shape is also reminiscent of smiles and teeth.

Editorial photograph
Editorial photograph

Further inspired by the toothbrush, the Hum name comes from the sound the brush makes when in use. The packaging, a telescoping cylinder, is unfussy and sports a Colgate red and a small Colgate mark, lending the new product credibility and an otherwise distinctive product from your parents’ Colgate. As the packaging gets opened, Ms are added to the Hum wordmark, making for a playful multisensory experience.

Editorial photograph
Editorial photograph

Hum stands out among the competition in its space with a fun approachability that ditches the clinical aesthetic. Pearlfisher ties the new smart toothbrush to its parent brand Colgate just enough to assure users of Hum’s dental hygiene bona fides. Additionally, they further break from the pack by calling to the sound of toothbrushing, with an onomatopoeic brand name and visual elements inspired by the whirring electronic brush.

Editorial photograph

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