Pearlfisher creates strategy and design for Hum by Colgate inspired by ‘sound of electric toothbrush’

International brand design agency Pearfisher created the strategy and design for the new electric toothbrush by Colgate, hum.

The design was inspired by the ‘actual sound of the electric toothbrush.’ The brand identity aims to tell a more sensorial story through visual language using details that focus on a clean and inviting experience that connects with the consumers on both an emotional and literal level.

The visual identity plays off the rounded shape of the brush, whereas the power button becomes a device to lead consumers through he Hum experience in a ‘thoughtful, playful way.’ The telescopic exterior packaging opens up to reveal the ‘sounds like smiles’ strapline.

The repeating m’s of the ‘hummm’ name is used to promote the product attributes, looking like a set of teeth and emulating the sound of the toothbrush. The result is a dynamically different and interactive packaging design that aims to resonate with people to make new routines when it comes to self-care.