Colgate has introduced Hum – a series of smart connected toothbrushes that bring a fresh, simple and personalized approach to oral care. It’s a ‘brush that knows you and an app that shows you’.

With guidance to improve speed, angle, and coverage as well as gamified challenges that make brushing more fun, the brush and app provide a breadth of innovative features, all of which reward users with smile points along the way.

Our challenge was to empower consumers to optimize their self-care and encourage them to improve their daily brushing routine, by really focusing on the connected nature of Hum. Partnering with Colgate, we created the positioning, name, identity, app and campaign materials for this dynamic new brand.

Every aspect of our visual approach was about stripping away clutter and jargon and dialing up the sensorial, the personal and the feel-good factor with an optimistic and inviting visual communication.

Taking our inspiration from the actual sound of the toothbrush itself, we have created an exciting new Hum in the ETB category – reasserting Colgate’s leadership with a brand boasting a more fun and human brand personality and a refreshingly straight-talking and disruptive design that encourages people to ‘get in sync with their smile’.

Every element of the brand identity scheme seamlessly weaves the idea of function and fun together to draw people into a new dialogue and idea of oral care.

The sound of the toothbrush is immediately brought to life in the sensorial brand name with the new brand identity emulating the colored power button – a visual device and key asset which leads people through the Hum experience in a thoughtful and playful way across all supporting and campaign materials; even becoming punctuation in messaging.

We developed a forthright, cheerful and conversational tone of voice and messaging for all brand materials from product information leaflets – with ‘Hi there, let’s get to know each other’ – right through to subway advertising with ‘Hummmmmm your way to smiles’.

Our new visual language for Hum is about building in details that focus on a clean, inviting experience to connect with people on both an emotional and literal level. This mean removing the jargon used by others in the category and instead say it simply, celebrating the small moments that lead to behavior change.

From the ‘Hum’ name to summarizing the offer with the cheerfully directive ‘get in sync with your smile’ strapline, copy is an integral part of a design that speaks to the possibility of a new experience and the personal optimization of the individual.

Without even being in-market for a full year, Hum by Colgate created quite a buzz amongst consumers and competitors. In 2021, Hum was named 2021 Product of the Year as voted on by 40,000 American shoppers in a survey conducted by Kantar.

Business press and health & wellness outlets have praised Hum for its affordability and app-integration.