PAIST dared to shift the established paradigm in a market dominated by uniformity. The challenge? To stand out in a sea of red, white, and blue and to infuse an everyday product with excitement, sustainability, and a distinct tone of voice. PAIST's ambition: to be everything the big brands weren/u2019t.

Two Times Elliott collaborated with PAIST and posed a pivotal question: How do we create an identity that embodies trust and efficacy whilst ensuring it/u2019s packed full of energy and freshness so far unseen in the oral care category? The solution stemmed from the concept of tooth brushing as a daily ritual, a consistent bookend amidst life/u2019s chaos. This dual-layered approach resonated with PAIST/u2019s desire for a reliable yet charismatic brand.

The studio's efforts culminated in a visual identity that boldly parted ways with the standard lexicon of oral care. Two Times Elliott crafted a multidimensional brand identity by juxtaposing a clinical aesthetic with elements of spirited character. This layered approach enabled PAIST to project authority and approachability, reimagining oral care as a realm of playful energy and innovative design.

Studio Photography by Handover