RepositioningExpansionCreationRetail StrategyDesign & ExperienceStrategyBrand Intelligence

ROCC

Your new main squeeze

Meet your new main squeeze, ROCC — the toothpaste that thinks about footprints almost as much as teeth. ROCC is unique from other boring natural toothpastes out there in the market, we were done seeing the same "natural" recycled look on other brands, and created a visual identity that looked both nostalgic and brand new at the same time. Making something you would love to have sit proudly on your sink, not in your drawer.

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Three green tubes of ROCC natural toothpaste in pink, blue, and beige text, displayed in front of a round mirror reflecting blue sky with clouds, on tiled white surface with a pink speckled sphere.
Two women in light pink tops holding green ROCC skincare product tubes, one smiling and the other making a surprised face.
Outdoor billboard ads for ROCC natural toothpaste featuring a woman brushing teeth, a toothpaste tube with a rock, and smiling faces with flowers and foam.
Bamboo toothbrush and green tube of ROCC natural toothpaste with text saying Clean teeth. Clean conscience.
Young woman holding a green tube of Rocc natural toothpaste near her face, smiling softly.
Two green tubes of ROCC natural toothpaste with river mint and green tea next to a wooden toothbrush in a white holder and a speckled bath bomb ball on a cream surface with blue tiled background.
Two green tubes of ROCC natural toothpaste, one standing on a tiled beige cube with a wooden toothbrush leaning against it, the other resting inside a pink terrazzo circular sculpture on a green surface.
Green tube of ROCC natural toothpaste with a wooden toothbrush on a pink circular tray beside a pink tiled wall.
Smiling woman with a white towel wrapped around her head holds a green ROCC skincare tube over one eye, wearing a beige ribbed bralette and white cozy jacket.
Two natural toothpaste tubes and two matching toothpaste boxes labeled ROCC displayed on white tiled stepped platform with two wooden toothbrushes and a round mirror reflecting a cloudy sky on a green background.
Flat green packaging dieline for ROCC natural toothpaste with pink text highlighting Vitamin B12 and mint + coconut oil flavor, product benefits, ingredients, certifications, and barcode.
Bus stop posters: left shows a smiling woman with curly hair and ROCC branding; right displays ROCC natural toothpaste packaging and a toothbrush on a green background.
Green ROCC pouch with zipper beside a bamboo toothbrush with ROCC engraving on a light blue background.
Side-by-side portraits of a woman, left brushing her teeth with eyes closed, right holding a yellow daisy in her mouth.
Outdoor billboard advertising green ROCc natural toothpaste with text 'Meet your new main squeeze.' and website roccnaturals.com.au.
Green tube of ROCC natural toothpaste balanced on a curved terrazzo sculpture with a small transparent glass sphere on a green surface and background.
Two green tubes of ROCC natural toothpaste on a beige shelf supported by a pink terrazzo ring, with a green ROCC toothpaste box and a wooden toothbrush on a pink round tray nearby.
Green tube of ROCC natural toothpaste with river mint and green tea flavor, a matching box, and a wooden toothbrush on a textured white stepped platform against a green background.
Green tube of Rocc natural toothpaste leaning against a large textured white rock on a cream circular platform with a light blue background.
Three smartphone screens showing ROCC natural toothpaste ads: first with green tube on pink background and text 'Meet your new main squeeze'; second with smiling woman holding green tube over eyes with text 'Clean teeth. Clean conscience.'; third with repeated green toothpaste boxes on pink background.
Acknowledgements
Features
Credits
Acknowledgements
AGDA 2022 Distinction Winner - PackagingAGDA 2022 Finalist - Brand IdentityThe Dieline Awards 2022 - FinalistBest Awards 2022 - Finalist
Features
The Dieline
Brand New
The Brand Identity
Colour Clash, Funkadelic by Counterprint
Display In Use by Victionary
Design
Date Of Birth
Photography
Chris Nardo, Nick Harding
3D Visuals
Michael Warren
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