Twice rebranded by Concrete, US
The Bahamas – Founded by musician Lenny Kravitz, toothpaste brand Twice is undergoing a visual refresh that embraces an unconventional colour palette for the dental care sector.
While many oral care products focus on minimal design cues and colours associated with hygiene, such as silver, white and blue, Twice bravely opts for a sunshine yellow as the focal point of its brand. Concrete, the Toronto-based design studio behind the rebrand, considers the bold colour choice an opportunity to cut through tired design tropes.
‘The distinctive yellow is a colour traditionally avoided in the oral care sector because of its associations with yellow teeth,’ explains the studio. ‘But this created an opportunity for us to break away from such literal thinking and connect to the positive emotions associated with the colour.’ By confronting a design taboo in the sector head-on, Twice demonstrates how brands can continue reworking the dental industry to elevate oral care as more of a lifestyle sector.
US – While prenatal healthcare is traditionally geared towards women, WeNatal is disrupting the space by offering supplements designed for both men and women. Its hero product, the WeNatal Together bundle, is inclusive of all couples; available in her + him, her + her and him + him. Each supplement features vitamin formulations that promote reproductive health and support overall nutritional health.
Arriving at a time when the importance of men’s fertility is coming into focus, WeNatal is providing a solution for couples to approach pregnancy as a shared journey. ‘We have made it our mission to reimagine the gender paradigms around pregnancy,’ explains Vida Delrahim, co-founder of WeNatal. ‘Co-parenting has to start at the very beginning. We believe we are better, stronger, and healthier together.’
As infertility becomes a more visible issue in modern society, Modern Fertility brands like WeNatal are recognising the need to support both men and women in tracking and optimising their reproductive health.
WeNatal. Photography by Katie Abbott, US
