Optic White

case study 1/9


Not All Toothpastes
Are Created


Inwork was engaged by Colgate to explore emerging packaging trends, and integrate innovative effects—such as Fresnel lenses, Lenticular, and 3-D Holograms—into a new design system which includes primary tubes, secondary cartons, and toothbrush blisters.


Inwork assisted in realizing design potential, increased shelf impact, and worked through production challenges associated with the application of these effects on press—the result was a huge increase in shelf-impact and market share with Optic White becoming the top selling SKUs in their categories.

Areas of Involvement

  • Exploratory Studies
    Authentic Comps
    Research Stimuli
  • Print Targets
    Sales Samples
    Production Support