Before Oral Care
Toothpaste has been the same for decades. A chemical-packed pharmaceutical product with no appeal and no consumer trust. Sterile packaging, microplastics, bad taste, and a host of other issues. Before Oral Care was created to disrupt a dated industry with a fresh perspective more in tune with modern consumers. We cleaned up the ingredients, formulated incredible flavour profiles, used environmentally safe packaging, and marketed it as a lifestyle beauty brand. A completely new vision for oral care. Modern, healthy and design-driven. Role:
CMO, Brand Strategy, Creative Director & Graphic Designer
Responsibilities:
Head of Brand, Brand Strategy, Brand Positioning, Brand Design, Copywriting, Print Materials, Tradeshow Booths, E-Commerce Website, Retail Environments, Social Media Content, Product Packaging, Video & Photography, Campaigns & Advertising (Print & Digital), Email Marketing, New Product Launches, Team Assembling & Management (internal & external).
The brand system was designed to be confident yet approachable, bold yet playful, stylish yet timeless, and most importantly, extremely identifiable on retail shelves. The packaging had to assert a sense of equity and trust being a new brand in a traditional category. We wanted consumers to identity Before Oral Care as a smart and modern alternative to our competitors. 
We encapsulated the brand in a world full of travel, adventure and discovery. A part of life that heightens our senses, a time when we all create unforgettable memories and associate positive emotions. The world is our playground, and the more we embrace Mother Nature, the happier we are. We invite others to tell their stories in our Self_Other Journal. A platform for sharing the success of growth and overcoming hardship. All of this shapes a culture unique to Before. A place for our customers to connect with a like-minded and motivated community.
