Responses by Lisa Desforges, strategy director, B&B studio
Background: Peppersmith was created nearly ten years ago as a challenger to the mainstream gum and mint category, offering a healthier and more natural alternative that’s sweetened with 100 percent plant-based xylitol that contains natural ingredients and no chemicals. In the intervening years, the brand had gravitated into a more functional dental health space, so it was time to re-position and re-emphasize its difference as a better-made and better-for-you product for today’s uncompromising consumers.
Reasoning: The new design was inspired by Peppersmith’s never settle ethos and celebrates the idea of getting better every day. Combining functional packaging with a broader, emotional brand world covering both digital and print communications, the new brand aligns the product’s role in people’s lives with a more desirable lifestyle aesthetic. It perfectly demonstrates how brand design has evolved over the last ten years, and the functional role of packaging within a wider mix of communication platforms.
Challenges: Through the refreshed design, we needed to show that although a small product, Peppersmith’s values around “never settle” make a big impact. The tone of voice plays an important role in the visual identity, with playful phrasing such as “mini but mighty” and “tiny but tangy,” reinforcing the punchy flavors in each mint and gum. The new aesthetic feels removed from the generic dental and sugar-free messaging that the brand was previously using.
Favorite details: The visual identity boldly comes to life across all brand platforms. On the packaging design, the premium detail is created with matte and satin varnish and embossing. The packaging is also now completely plastic-free, reflecting the never settle ethos in action.
Specific demands: We were keen to create an identity that could live as happily on digital as on print and packaging. The existing logo had been created with packaging in mind, so it didn’t offer the flexibility and versatility of the new cleaner and fresher piece of type. Rather than create a logotype with an accompanying icon—as we had previously—we built ownability into the identity through angled ascenders.