CO-LAB - Colgate X Kulture Shop

CO-LAB - Colgate X Kulture Shop

At Kulture Shop, we believe design is for everyone. As a collective of leading Indian graphic designers, we're opening our doors to collaborate with interesting brands, studios, innovators, agencies, and mad scientists. Through CO-LAB, our mission is to create unique work for a wide range of design experiences with our ever-evolving talent pool and beyond.

“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


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.


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

We love to work with innovative brands that want to bring great design to the forefront. If you would like to CO-LAB with Kulture Shop on a design service then e-mail us on