Wedge Designs Bastét Oral Care Branding with Carved-Serif Wordmark and Aluminium Tube
Bastét, a premium oral care company, has successfully established its brand identity through collaboration with Wedge, a design agency located in both Montréal and Los Angeles. Their comprehensive approach included naming, strategic direction, and visual design. In a departure from conventional dental product aesthetics, the packaging features an elegant matte black aluminum tube accented with silver, black, and off-white tones, and boasts a distinctive green hexagonal badge indicating nHA. The design process drew inspiration from stone inscriptions seen in the Paris Natural History Museum, with the primary typeface being Daubenton and Nimbus Sans for supporting text. The packaging is inspired by artistic paint tubes, positioning enamel care as a primary focus.
Key facts
- Wedge, a studio based in Montréal and Los Angeles, designed the branding for Bastét, a premium oral care company.
- The brand identity includes naming, strategy, visual identity, packaging, and guidelines.
- The wordmark is based on stone-carved lettering from the Grande Galerie de l'Évolution at the Paris Natural History Museum, completed in 1889.
- The primary typeface is Daubenton, a high-contrast serif by Olivier Dolbeau of the Velvetyne foundry.
- Nimbus Sans in Regular and Condensed is used for small text, including bilingual ingredients lists.
- The packaging features an unlined aluminium tube, a palette of silver, black, and off-white, and a green hexagonal badge stamped with nHA.
- nHA stands for nano hydroxyapatite, a mineral found naturally in human teeth that supports enamel protection.
- Art direction includes still lifes inspired by Irving Penn's Clinique years, with a tube on a suede shoe, a silk-gloved hand with jewels, and a spilled bag on pink silk.
Entities
Artists
- Olivier Dolbeau
- Irving Penn
Institutions
- Wedge
- Velvetyne
- Bastét
- Grande Galerie de l'Évolution
- Paris Natural History Museum
Locations
- Montréal
- Canada
- Los Angeles
- United States
- Paris
- France