As our final graduation project, we developed a communication strategy and launch campaign for Gumpearl’s mouthwash tablets — with the ambition to make Gumpearl the obvious choice for fresh breath on the go.
We started from a simple insight: people may not care deeply about oral hygiene as a category, but everyone cares about having good breath when it matters. So instead of speaking like traditional dental care, we shifted the communication into a more emotional, relevant and lifestyle-driven space.
Our solution was “Pusta ut”, a concept built around the small but important moments before something happens — before a date, a meeting, a close conversation or after that second coffee. Through strategy, concept development, PR, OOH, social, activations and a refreshed packaging design, we positioned Gumpearl in the moments where fresh breath makes people feel a little more ready.
My role in the project was Art Director, with a focus on shaping the visual identity of the concept from idea to final execution. As the only creative in the group, I led the development of the campaign’s visual direction, including a new graphic profile, image style, concept expression, copy and key campaign assets.
I also designed a new packaging concept for Gumpearl, developed in original scale and prepared for print, to show how the brand could move from a functional oral care product into a more lifestyle-driven space. The result was a cohesive visual world designed to make Gumpearl feel fresh, modern and easy to bring into everyday moments.
By highlighting the convenience of Gumpearl’s mouthwash tablets, we wanted to create interest around the product that could benefit the brand as a whole.
The launch was designed to make the tablets feel like the most immediate and relevant entry point into Gumpearl. While creating a natural spillover effect across the rest of the range.
