The assignment was to rebrand and repackage Crest, give the brand an edge over its competitors and to completely revolutionize the oral hygiene industry. This rebrand positions Crest as a stylish addition to your personal décor. The sleek design integrates convenience into your daily routine, adds luxury to your environment, and elevates the Crest experience. The target market for this rebrand includes Aspirers who focus on status and aesthetics, and Succeeders, who focus on quality. These categories of people are trendsetters so by targeting this market Crest would also attract other types of people, namely the Mainstreamers.