Having revolutionised the male grooming industry with his iconic male skincare brand, Bulldog, Simon Duffy recognised an opportunity to challenge the functional and synthetic mouthwash category with a new mouth care range that prioritises natural ingredients, wellness and sustainability.
In an aisle packed with chemical solutions, it was time for a breath of fresh air and the creation of a brand that would see mouthwash liberated from the shadows of the bathroom cupboard and catapulted into a premium, desirable and progressive new space.
Our brand and packaging design of Waken include a soft, pastel colour palette that takes cues from the products' natural ingredients – evoking a premium aesthetic that breaks new ground in a highly functional mouthwash aisle. The shape of a mint leaf inspires the Waken logo – a key and essential ingredient across the brands' mouthwash range that embodies the potency and power found in mint. The Fibonacci spiral pattern found in nature inspires illustrations and visually represents the beauty in mint.
Embracing the Japanese concept of Wabi Sabi, which accepts imperfection, the nature of the aluminium bottle was a deliberate choice, tapping into new ideals and consciousness with the view that every dent or ding made to the bottle is representative of the beauty and life of the bottle and not a reason to just throw away. Both the shape and the material stand out as completely different from anything on the market, underlining the brand’s progressive proposition with a more sustainable, premium, contemporary and ‘everyday special’ choice.