Brand design process: Gleam
Behind the scenes designing a toothpaste brand
3 min read
Most of the work you see on my Instagram consists of passion projects, meaning they’re not for real clients. They’re just for practice.
This gives me the freedom the play around with aesthetics & experiment with new things.
The design process for these projects looks different every time, (you can read about how I designed a sportswear brand here) but here’s how I came up with the branding for Gleam.
The Brief
Create visually captivating branding & innovative packaging design for Gleam Toothpaste Tabs that convey a sense of trust for the new product & of course, freshness.
Brand words: Natural, effective, innovative, fresh, reliable
Deliverables: mood board + color palette, logo suite, packaging design, website design
Read more on the brief & try it out for yourself here!
The Process
As a designer constantly thinking about branding, I immediately sketched out & went with the first idea that came to mind.
I wanted a very clean wordmark, that still felt fun and fresh.
This was before I even put together a mood board, although, for most of my branding projects, the creative direction does come first.
I wanted to keep things fun & highlight their unique toothpaste tabs by incorporating circles/dots throughout the branding & adding a sense of flow to the letters.
I was so excited to see the sketch vectorized, I immediately began searching for the perfect font to manipulate.
You can see some of the customization process below.
With the main logo pretty much done, I finally got around to the mood board to help with the creative direction for the rest of the brand.
Mood Board Design
This is where I got around to deciding what colors would work best & what photography/ad styles I wanted to use.
With the mood board in mind, I got to designing other brand assets such as poster advertising, packaging & the website.
The Final Branding
Presentation is important when it comes to branding & there are many ways to do it.
I like seeing my passion projects come together in a brand board or a portfolio case study.
Thanks for reading!
Let me know in the comments what you think of Gleam!
If you’re looking to take your brand to the next level, fill out an inquiry form to get started on a project!
