When you name your brand Cocofloss and you are in the business of producing dental floss, you do paint yourself into a corner as the “floss guy.” So it stands to reason that if you want to expand your horizons and offer other products, you’ll probably have to change your name and rebrand.

And that’s just what Cocofloss had to do. And now you can call them Cocolab.

To evolve the brand and expand their product range—while trying to score a beauty-focused retail aesthetic—Cocolab enlisted Wedge to help them reimagine what was possible.