OTVETDESIGN

Asepta Rebranding

Task

Asepta oral care product line rebranding.

Asepta has existed in the market for a long time and has established itself in the segment of therapeutic and prophylactic products for oral care sold through pharmacies.

However, as the brand grew and developed, it was decided to expand the range of the target audience. As a result, three courses were formed: medical, prophylactic, and children’s. The agency was tasked with rebranding the brand, keeping its medical nature, as well as developing methods to interact with a new target audience.

Strategy

Taking into account the main task and the brand’s orientation to expanding the line a solution was formulated containing two semantic sections: permanent (medicine) and variable (depending on the audience needs).

Logo

The capital letter A became a key element on the packaging, in which formation allusions to the medical cross are read.

Packaging

Two layers form the face of each SKU packaging: a constant with a restrained, "medical", white layer and a variable containing the image of the line direction.

Parodontal

Images in this series are realistic macro photos of a healthy oral cavity. Photostylistics of images emphasizes the therapeutic nature of the line.

Plus

The Plus line is focused on supporting the beauty of healthy teeth. A variable in this direction is the minerals' texture. This visual way, repeating the drawing of natural elements, as well as the selected color scheme, can convey the necessary associations to the audience.

Children

Products from the children’s line have a separation by age. Each of them has created its own brand character. Notably, all the characters have different teeth — visually similar to the teeth of children of the corresponding age.