The main goal with Simplee Toothpaste was to create a toothpaste brand that breaks the mint-flavoured industry mold. Inspired by how beauty products are packaged and displayed, Simplee is a low ingredient toothpaste that uses bold colours and shapes to stand out against other toothpaste brands that lean more clean and frigid. Unlike other brands that are full of filler ingredients, Simplee proudly displays its low ingredient list on the front of the bottle as a main design feature. The floor and shelf displays help the product to stand out through the use of vertical lines and bold imagery.

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