CURAPROX is a Swiss company that has provided premium oral care products since 1972. Facing fierce competition from large global players, it was crucial for CURAPROX to offer an experience distinct from its competitors.

Good oral hygiene provides more than a beautiful smile—it also contributes to the health of your whole body. Customers’ goals vary depending on their individual priorities and who they are as a person. Children, elderly, men, women, and people with disabilities all have different needs. CURAPROX’s product line had to reflect the diversity of their customer groups while being mindful not to overwhelm them with too much choice.

Working in close collaboration with both the marketing and engineering teams at CURAPROX, we designed a product line with five distinct features: reduced number of products to simplify the buying experience, ergonomic designs to maximize functionality and comfort, expanded color palette to include unexpected, fun colors and novel toothpaste flavors to add playfulness to an otherwise mundane task.

The blue corporate color ensures the brand is quickly recognized. CURAPROX is positioned prominently as a brand. Typography is simple and clear. Labeling can be adjusted easily for local markets.

Our partnership with the Curaden Group has spanned the last 20 years. In addition to redesigning CURAPROX’s product line, we have collaborated on brand strategy and design, product design and awareness campaigns for professional teeth cleaning and dental restoration for the global market.