In a category flooded with technology-driven claims and features, Hum is a smart electric toothbrush that demystifies the jargon of the category.
We’re transforming a mundane task into a fun, engaging experience with a brush that knows you and an app that shows you.
The design speaks to people with telescopic exterior packaging opening to reveal the ‘sounds like smiles’ strapline as the product is unboxed. The repeating m’s of the ‘hummmmmm’ name promotes the product attributes, looking like a set of teeth and also emulating the sound of the toothbrush.
The name hum was created from the sound an electric toothbrush sings out as you brush.
Inspired by the actual sound of the electric toothbrush, our design tells a more sensorial story through visual language using details that focus on a clean, inviting experience that connects with consumers on both an emotional and literal level. The identity plays off the rounded shape of the brush.
Whereas the power button becomes a device to lead you through the Hum experience in a thoughtful, playful way.
Every detail, from color to the power button, were thoughtfully curated together to make sense to the design system but also fit seamlessly into everyday.
“In sync with your smile” became key copy to help link the brush to app.
The visual language of the dancing lines were also introduced into the apps’ guided feature that helps its users target areas that need improvement.
Our visual design system helped influence every aspect of iconography styles to typography. Our result is a dynamically different and interactive packaging design to establish recognition and resonate with people to make new routines when it comes to self-care.
Awards won
GDUSA Package Design Award 2021
GDUSA Graphic Design Award 2020
Pentawards (Bronze Award 2021 — Body, Health, & Beauty)
Transform Awards North America (Gold — Best Visual Identity from the lifestyle and wellness sector)
Client Colgate-Palmolive
Studio Pearlfisher NYC
My Role Lead Designer
Studio Team Hamish Campbell (VP Executive Creative Director), Matt Sia (Creative Director), Alex Wagner (Senior Designer),
Angel Lee (Freelance Designer), Justine Allan (Head of Client Management), Anne-Sophie Tomas-Gautier (Client Director),
Brandi Parker (Head of Realization), Michael Parsons (Realization Manager)
