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.

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.

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.