HiSmile

As part of a university assessment, I developed a new flavour concept for HiSmile - introducing Açaí as a bold, refreshing addition to the brand’s toothpaste range. The concept was designed to align with HiSmile’s vibrant, youth-driven identity while bringing a unique flavour twist that stood out in the oral care market.

This project involved creating a full concept direction for the new flavour, including:

- Flavour Strategy: Açaí was chosen for its superfood appeal, recognisability, and marketability.

- Packaging Design: Bright, fruity visuals with clean layout and shelf appeal.

- Brand Alignment: Ensuring the concept fit seamlessly within HiSmile’s fun, confident brand tone.

- Marketing Direction: Positioning the flavour for potential collaborations and targeted campaigns.

The concept aimed to balance playfulness with credibility - creating something that felt both on-brand and commercially viable.