The Colgate MaxWhite Optic Limited Edition is the first toothpaste with a fashion theme. For this purpose, both the outer packaging and the tube have been completely redesigned. The customer Colgate (CP GABA) opted for a modern and straightforward flat design, in which we integrated the testimonal as an illustration on the packaging. This gives the packaging a young and stylish note and also looks decorative when lying down in the customer’s bathroom. For the core theme Fashion we designed a fashionable look for Elena Carrire with sunglasses and bright red lipstick. This also highlights the benefit of the Colgate Limited Edition: Immediately visible whiter teeth. In addition to the drawing of the model, the striking stripe look is a highlight on the pack. Based on the classic toothpaste strips, we put them in the well-known Colgate CD and chose a special metallic effect print for the cardboard box.