Two Times Elliott Designs Branding System for Oral Care Brand Paist

The London-based studio Two Times Elliott has developed a comprehensive branding design system for Paist, an oral care brand that transforms the routine of daily brushing into a soothing ritual instead of a mundane task. This visual approach moves away from the typical red, white, and blue pharmaceutical colors prevalent in the industry, opting instead for a color scheme featuring clinical white, sky blue for the Daily formula, and lilac for the Sensitive variant, all framed by black structural elements. The typography is characterized by high-contrast grotesque letterforms, with the bold uppercase Paist logo prominently displayed on each container, while horizontal hairline rules neatly separate product details. Packaging emphasizes sustainability, using infinitely recyclable aluminum tubes and eliminating traditional plastic laminates. A metal key winder, engraved with the circular Paist monogram, enhances the experience of squeezing toothpaste, and striking vertical wordmarks on paperboard cartons ensure a notable presence on retail shelves. The project is further complemented by dynamic video assets and careful craftsmanship, reimagining daily hygiene as an engaging domestic experience.