Waken Mouthcare

How did we take mouth care from under the sink to a proud display?

Waken is now a bold, but caring and desirable brand establishing a distinctive presence and identity in its category – wakening up the world of mouthcare, and beyond.

Waken Mouthcare

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.

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Client

Waken Mouthcare

Mode of life

Body

Nature

Sector

Personal Care

Jamie Chalmers

Head of New Business


Get in touch with Jamie to learn more about this life story or how we can help you.


[email protected]

Media inquiries
Chantal Goodman
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London
+44 (0)20 7603 8666
New business inquiries
Jamie Chalmers
[email protected]
Media inquiries
 
New York
+1 212 604 0601
New business inquiries
Lauren Vellek
[email protected]
Media inquiries
 
San Francisco
+1(415) 757-5010
New business inquiries
Paula Murray
[email protected]
Media inquiries
 
Copenhagen
+45 70 222 640
New business inquiries
David Ramskov Hansen
[email protected]