Sensodyne is available in over 80 countries worldwide. As such, inconsistency was rife and there was a real need to determine a single universal language through which the brand could communicate its superior desensitising benefits.
Semiotic analysis was conducted to define Sensodyne’s key visual equities. The brand’s signature rings emerged as the unifying symbol of expertise and excellence. White was established as the brand’s primary colour, conveying hygiene and purity, and its wordmark in a capitalised blue sans serif typeface was selected to communicate confidence. These design elements re-aligned the global range, harmonising Sensodyne’s new identity.
Expansion into higher value products based on technical innovation resulted in the creation of Sensodyne’s Repair & Protect variant. Featuring a pioneering 3D fresnel lens printing technique, it became the fastest selling toothpaste ever recorded.
Repair & Protect won 2 major design awards and generated an excess of $50 million in global sales to date, further establishing Sensodyne as the authority in dental hypersensitivity.