sounds like smiles…
Hum by Colgate
How do you sync an electric toothbrush to your smile?
In a category flooded with technology-driven claims and features, Hum is a smart electric toothbrush that demystifies the jargon of the category. We’re transforming a mundane task into a fun, engaging experience with a brush that knows you and an app that shows you.
Awards won
GDUSA Package Design Awards
GDUSA Graphic Design Awards
Pentawards
Hum reinvigorates the process of teeth brushing and improves individual effectiveness with personalized guidance and an approachable, fun, and smile-worthy experience.
Inspired by the actual sound of the electric toothbrush, our design tells a more sensorial story through visual language using details that focus on a clean, inviting experience that connects with consumers on both an emotional and literal level. The identity plays off the rounded shape of the brush. Whereas the power button becomes a device to lead you through the Hum experience in a thoughtful, playful way.
The design speaks to people with telescopic exterior packaging opening to reveal the ‘sounds like smiles’ strapline as the product is unboxed. The repeating m’s of the ‘hummmmmm’ name promotes the product attributes, looking like a set of teeth and also emulating the sound of the toothbrush.
Our result is a dynamically different and interactive packaging design to establish recognition and resonate with people to make new routines when it comes to self-care.
