ABOUT

BRIEF:
“Sell the unsellable” – take something with little or no perceived
value and transform it into a highly desirable product.

INSIGHT:
In a world dominated by influencers and beauty standards, people
are willing to go to extreme lengths and do unconventional things,
like teeth whitening, to meet these ideals and enhance their image.

SOLUTION:
A luxury whitening toothpaste brand inspired by the ancient
Roman ritual of using urine for its whitening properties.

CONCEPT:
This brand reintroduces “The Original Teeth Whitening” in the form
of a luxury oral care collection, blending history with a modern twist.

PACKAGING CONCEPT:
Each box features a unique mosaic tile design inspired by Roman
baths, making it both a luxurious, decorative piece and a standout
on any shelf.

ART DIRECTION:
I conducted a photoshoot of the products in a setting that perfectly
complements their luxurious, historical essence, capturing the
products in an environment that enhances their design.