Brush With Success: How 'Hello' Used Design to Stand Out Among Oral Care Brands

A breath of minty-fresh air ripples through the staid oral-care market.
Source: Hello

Whenever Craig Dubitsky went shopping for toothpaste, he couldn’t help but grimace.

“This stuff goes in your mouth. Typically your reward is that you get to spit it out. Even the advertising is set up to convince you that the more it hurts, the more it works,” explains Dubitsky, who set out to launch a kinder, gentler alternative.

“The drivers in the oral-care category are fear and shame,” he

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