27.06.2025
HAJOK Design wins the German Brand Award for Colgate mouthwash
The brand and packaging agency HAJOK Design has been honoured with the German Brand Award for "Excellence in Brand Strategy and Creation". The award, which this year received over 1,500 submissions from 11 countries, highlights outstanding brand work.
The main challenge for the Colgate mouthwash project was to inspire young consumers that mouthwash can do more than just ensure fresh breath by complementing daily dental care with antibacterial agents and helping to prevent tooth decay. However, this awareness is very often lacking in young target groups, who prefer chewing gum. HAJOK Design is challenging this trend with an eye-catching packaging design that speaks to Gen Z and clearly conveys the benefits of mouthwash.
The Hamburg-based brand and packaging agency HAJOK Design already worked on the product line's launch in 2021. Back then, the creative team supported comprehensive market research processes and developed target group-specific packaging solutions. The 2023 relaunch took the design to a new level: now clearer, more structured and with concise visual iconography, the new packaging specifically addresses the lifestyles of young consumers.
© HAJOK: Quick-to-understand symbols and a lifestyle look that result in a very special Colgate mouthwash packaging design.
"I am delighted with this award, as it not only underlines the strength and clarity of the brand strategy developed with Colgate, but also recognizes that we have managed to specifically communicate the needs and expectations of a generation that values authenticity, innovation and a high degree of creativity in a unique design," says Madeleine Lindner, Managing & Creative Director at HAJOK Design.
The relaunch takes a new innovative lifestyle communication approach with emotional, accessible storytelling. Abstract shapes reminiscent of ice crystals, diamonds, or bubbles – each of which correspond to the key product benefits – create high levels of recognition. HAJOK Design has created a completely new image for mouthwash products by utilising a modern, dynamic look and easy-to-understand symbols. This approach of positioning the range as a stylish must-have on the Gen Z bathroom shelf impressed the award jury.
"The packaging for Colgate mouthwash shows that HAJOK Design has created a project that is strategically well thought out, visually appealing and has been effectively implemented. The 360° design combines abstract shapes that relate to the product benefits with an emotional narrative style," says the jury of the German Brand Awards.
German Brand Awards
As one of the most widely recognized marketing awards, the German Brand Award sets international standards and provides answers to current brand management challenges while providing a platform for successful brands. The jury comprises independent experts from business, academia, consulting, service providers and agencies. The panel is continually growing to ensure that developments and new approaches are incorporated into the judging process. Each submission is assessed based on the criteria of brand quality, brand management, design and impact.
For further information please visit: www.german-brand-award.com
Colgate-Palmolive
Colgate-Palmolive Company is a caring, innovative growth company that is reimagining a healthier future for all people, their pets and our planet. Focused on Oral Care, Personal Care, Home Care and Pet Nutrition, we sell our products in more than 200 countries and territories under brands such as Colgate, Palmolive, elmex, hello, meridol, Sorriso, Tom’s of Maine, EltaMD, Filorga, Irish Spring, Lady Speed Stick, PCA SKIN, Protex, Sanex, Softsoap, Speed Stick, Ajax, Axion, Fabuloso, Murphy, Soupline and Suavitel, as well as Hill’s Science Diet and Hill’s Prescription Diet. We are recognized for our leadership and innovation in promoting sustainability and community wellbeing, including our achievements in decreasing plastic waste and promoting recyclability, saving water, conserving natural resources and improving children’s oral health through the Colgate Bright Smiles, Bright Futures program, which has reached approximately 1.8 billion children and their families since 1991. For more information about Colgate’s global business and how we are building a future to smile about, visit www.colgatepalmolive.com.