Procter & Gamble, a leading consumer packaged goods (CPG) company, approached us based on our track record of brand building and successful direct-to-consumer (D2C) business strategies. They recognized the threat posed by emerging startup brands like Snow and Smile Club Direct, which were eroding their market share. Seeking to compete at their level, P&G ventured into the digital realm, a departure from their traditional brick-and-mortar sales and fulfillment model.Our mandate was clear: develop a brand name, identity, packaging, and website design within a tight timeframe. Embracing the challenge with enthusiasm, we meticulously crafted every element of a startup brand, subjecting each aspect to high-level vetting and approval processes.Rather than conforming to the typical blue and white color schemes prevalent in the oral care market, we opted for a distinct brand tone that stood out boldly. The result was an immediate success, resonating with consumers and swiftly earning placement on the shelves of major retailers like Target and Walmart. This strategic pivot catapulted the brand to capture over 10% market share in a highly competitive and saturated category.
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