Full brand re-design for Crest Pro-Health, which has become a multi-billion dollar line without benefiting from a coherent architecture or strategy as it has grown.
This concept heroes the caduceus, Crest's winged credential mark, so it can become as iconic as Nike's swoosh. Brand architecture is strengthened through the flexing of brand colors, forms, and finishes between the three proposed pillars.
When you're a category leader, pulling the trigger on big change can be daunting. "Why risk it," some might say. But when you embrace your core brand assets and stay true to your foundation, then you can be bold with a purpose.
Concept & Design, Landor Associates
for Proctor & Gamble