Whiten Up!
Brand Identity & Advertising
The Luster brand —a line of teeth whitening products—need a repositioning in order to standout in an already oversaturated oral hygiene market. After assessing the tooth whitening market and consumer trends, it was identified that the primary motivations for whiting cosmetics, rather than concerns about oral health.

The Whiten Up Campaign was created as a bold rebranding effort—consisting of a print ad campaign, logo redesign, website, packaging and e-mail promotions—to reposition Luster as a cheeky beauty & lifestyle centric brand.



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