BURST
Agency: ico Design
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Winning hearts and mouths
Eighteen months on from their successful 2017 launch, Californian direct-to-consumer oral care brand BURST - a revolutionary challenger to the over-priced giants of the industry - felt they had outgrown their launch persona.
Armed with fresh consumer insights and an expanding product range they wanted to shift emphasis from affordable oral care to holistic wellness, aligning them more with beauty brands, all whilst always retaining their unconventional, rebellious character.
I was asked by branding specialists, ico Design, to develop and roll out this next incarnation of the brand.
The wordmark and cheeky smiley icon create a strong visual link to the original brand. The smiley is elevated to being a leading character and cheerleader. Sophisticated typography and characterful lifestyle photography replace the old patterns. The colour palette was updated too, keeping a strong purple but adding warmth.
All of this is underpinned by a hugely positive tone of voice and ethos.
The results radiate good vibes - less blow-the-doors-off, more seductive. With a clearly defined personality and premium products, BURST maintains its point of difference from the competition.
A key element to the new visual toolkit is the introduction of CGI product imagery. This is partly for practical reasons - the need for greater consistency, the relative ease of adding new product colours, a swifter turnaround around for new images.
It also opens up a far greater range of aesthetic possibilities, allowing products to take on dynamic personalities.
