Here come the toof monsters!
Buds Organics Oralcare for Babies and Children
Branding, character design, illustration and packaging design
When Buds Organics launched their range of organic children’s toothpastes, we knew that we wanted a look that was colourful, fun, and, importantly for me, it should be gender-neutral.
Gender-neutral design is about breaking away from the limitations of "pink for girls" and "blue for boys." Instead, it celebrates a spectrum of colors, patterns, and shapes that appeal to all children, regardless of their gender. By doing so, brands send a clear message that they are invested in providing every child with the opportunity to explore, learn, and grow without predefined gender roles.
After exploring various options, we chose friendly, goofy monsters because monsters are universally relatable and free from gender stereotypes. To me, these cute monsters are also an embodiment of joyful imperfection, which is a concept that will help children to embrace their true nature, toothless grins and all!
‘Bravery Certificates’ were marketing pieces we created for healthcare professionals to award their patients at the end of treatment. They were so popular that even adults wanted them! Wouldn’t you?
Before we settled on the final lineup of toofmonsters, I explored different characters and gestures together with the client. Here are some of the earlier sketches:
Having fun characters also enabled us to create a wide variety of marketing collateral, such as this fun workbook.
