Google Toothpaste Packaging

PROJECT TYPE:
Visual Communications Class Project

This project was selected among the Best Toothpaste Packaging Designs by DesignRush.

THE BRIEF:

In order to understand the importance of branding and brand guidelines in graphic design and packaging, we were challenged to choose a brand and an unrelated product, and create a branded packaging for the product. The goal was to research both the brand and the product, and use our findings to create the appropriate packaging.

THE PRODUCT:

The chosen brand- product pairing for this project was Google and Toothpaste. I chose Google as I wanted to challenge myself to create a packaging that met their clean and minimal style, for a very unrelated product.

REsearch

The first step in thoroughly understanding how to design toothpaste packaging for Google was thorough research on both packaging guidelines for toothpaste, as well as Google’s design guidelines.

BRAND GUIDELINES

Revised in 2015, Google’s visual branding comprehensively captures their mission statement, to organize the world’s information and make it universally accessible and useful. Following these guidelines for their products has allowed consistency and a recognizable brand.

The three main elements of Google’s identity are its logotype, the coloured, moving dots, as well as the Google ‘G’, which is the compact version of their logo used specifically in smaller spaces and contexts.

Google’s iconic blue, green, yellow, and red colours are shown below in two variations; one for use of colours spaced out, and the other for when colours are used adjacent to one another, adjusted for contrast. Google also has a specific range of greys, each with their own Google Grey number.

Pictured below are samples of Google’s physical product packaging, which I referred to throughout the process of designing my own packaging. While I was unable to find guidelines on their physical product packaging, I used the packaging of a Google Home Mini to estimate sizes, proportions, as well as specific colours that are used.

PLEASE NOTE: All Google-related images shown above are retrieved from Google’s publicly accessible Visual Guideline and Brand Identity documents and are linked respectively.

ideation

After familiarizing myself with the layout of toothpaste packaging, I began exploring layouts that would fit the Google brand if they launched a toothpaste. I looked at the layout and positioning of the products on the front of the packaging, as well as the types of information on each side and began ideating.

After deciding to include a toothpaste tube on the packaging, as well as finalizing the general layout, I began experimenting with tube packaging using mock ups to achieve a clean, Google-like layout.

Tube packaging exploration

Once satisfied with the design of the toothpaste tube, I moved on to applying the mock-ups to the layout of the box. I used the general packaging guideline I created from the Google Home Mini, and tried to draw inspiration from Google’s other existing packaging.

box packaging exploration

The final Packaging

Three different flavours of toothpaste inspired by Google’s signature colours.

The dielines

Sizes of the box, as well as ingredients on the bottom side are based on Crest 3D White toothpaste packaging. Text and layout style on the coloured background are inspired by Google’s product packaging, in particular the Google Home Mini.

PLEASE NOTE: This project is not affiliated with or sponsored by Google, and is for educational purposes only. Mock ups used for the toothpaste tubes are licenced through Adobe Stock, and mock ups used for toothpaste box are licenced through Graphic Pear.