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?

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.