Bringing the cool back to MaxFresh

KULTURE Lab is a design laboratory helping brands discover their silver linings by generating solutions with local understanding and global relevance. WORKING WITH WORLDWIDE ARTISTS AND BRANDS THROUGH ART, DESIGN & CULTURE.

“The limited edition MaxFresh tin collectable is a bold yet simple design that unifies the core values of the brand and product along with the infectious energy of it's brand ambassador. “ - Kunal Anand I Art Director

CO-LAB

Kulture Shop was approached by Colgate to design an alternative packaging for one of their leading products, MaxFresh. Through the MaxFresh project we wanted to create packaging that would alter the way the toothpaste category is typically identified with. The tin was an excellent canvas, and its sustainable nature and affordability gave another positive layer to work with.

SOLUTION

We stripped the clutter and went for a white base. Blocks of red were added to build up the illustration and strike a balance across the panels while playing with negative space. The challenge lay in using the basic square and manipulating them in terms of form, shape, dimension and depth to explore abstract patterns and create an exciting visual story. 

"The trick here was to capture the explosive energy and give it that clinical finish to push it into a slightly atypical zone without going off-brand."
- Aarti Shinde I Illustrator / Graphic Designer

Each panel was created to allow several combinations to create interesting visual merchandising opportunities in retail spaces. With Ranveer perfectly costumed in his mad magician red suit and exhaling white cooling crystals, we couldn't resist playing with this eccentricity and capturing it within our design.

“When my team first showed me the Colgate Maxfresh Collectible Tin Can, my first reaction was – “Wow! This is AWESOME!”. The can is very different from any other toothpaste pack. The design of the can captures the essence of my energy and represents the brand identity perfectly- it’s simply superb! I hope people enjoy owning this special pack.” 

- Ranveer Singh I Maxfresh Brand Ambassador 

Agency - Kulture Shop
Client - Colgate - Palmolive
Brand - MaxFresh
Art Direction: - Kunal Anand
Illustration - Kunal Anand & Aarti Shinde
Photography - Hrishikesh Shinde

WE LOVE TO WORK WITH SUCH DYNAMIC AND INNOVATIVE BRANDS THAT WANT TO BRING GREAT DESIGN TO THE FOREFRONT. IF YOU WOULD LIKE TO CO-LAB WITH US,
INFO@KULTURESHOP.IN