Refillable toothpaste brand LIFE SUPPLIES asked us to recommend agencies to level up their visual identity. They wanted teams with plenty of D2C experience that could help develop the story of their brand, and position it as a premium option in a competitive category.

BRAND STRATEGY & ARCHITECTURE — BRAND IDENTITY — PACKAGING

We made introductions to a shortlist of branding experts that could come up with a strong core idea, and then roll that out across digital, packaging and motion touch points. We made sure all of our suggested agencies understood the inner workings of the D2C world, and would approach the project with the collaborative spirit LIFE SUPPLIES were looking for.

LIFE SUPPLIES chose the excellent REGULAR PRACTICE, who delivered a type-driven, editorial design system created to help the brand scale across different platforms and environments. At the heart of it all is a “future-facing, utilitarian wordmark”, intended to establish the brand as a major new contender in the refillable world.