Anthem – Amsterdam & Brussels

We believe in the power of design to forge connections, solve complex problems and provide innovative solutions. With smart thinking and enticing creative we help maintain, elevate and transform brands through design.

Amsterdam, Netherlands
Staff: 20
Packaging Design
Design Strategy
Brand Strategy
Design for Innovation
Structural Packaging Design
Brand Activation
brand design
Identity design
Concept design

and 2 more

Barry Callebaut
Princes Group
Blue Wonder
Fontem Ventures

and 21 more

Sector Experience

Food & Beverage
Personal care
Home care
Private Label

Challenging oral care category norms - Pentaward Silver Winner

We love nothing more than to challenge the status quo, championing design as a tool for innovation. Continuing our long history of award winning conceptual work, we've recently been imagining new futures for the oral care category.

Supermarket shelves are a wash of white, blue and red with little to no differentiation between brands - the oral care category is long overdue a shake-up! Brand assets aren’t unique leading to copy-cat retailor offers and extreme price wars with consumers driven to navigate their purchase based primarily on discount price offers.

Toothpaste, as a product, is of course a regular and necessary purchase – it’s also an intimate one given we put it inside our mouths. However, most existing brands use synthetic flavorings made even more unnatural by the use of bold primary colours on pack.

As our collective health and wellness consciousness grows, effecting the choices we make in both our food purchases and manner of lifestyle more broadly, it only follows that such drivers also begin to bleed into consumer expectations within personal care.

On top of this, toothpaste is something consumers have to display in their homes. Personal hygiene does not need to be purely functional and we’re beginning to see small but important steps being taken across the industry as smaller challenger brands re-inject love into our staple purchases, helping to elevate the ordinary into something special. Many of us spend good money on expensive hand soaps, creams and perfumes – so perhaps price isn’t such a barrier to purchase within the category as it might once have been.

We asked ourselves, aside from the desire for clean teeth and fresh breath, what other benefits could a new challenger brand bring?

‘Minted’ is a contemporary lifestyle conceptual brand of herbal toothpaste with accents of select botanicals. The products provide premium teeth cleaning and care as well as fresh breath using natural flavourings and colour codes.

The design of the crimp structure at the top of pack to represent a mint leaf is unique, iconic and a valuable own able brand asset – elevating the ordinary into something special. ‘Minted’ is designed for the home, not just the supermarket shelf – a lifestyle concept brand to be proudly displayed in your bathroom.

Elevating a commodity product with a simple twist on structural design and a few beautiful graphics is all that’s sometimes needed to tell a compelling brand story in a new and exciting way. It’s the idea behind the design that holds the true value – reinforcing our concept car methodology of looking at design through another lens. Not following trends necessarily, but searching for insights and consumer patterns, perhaps appearing in different categories, and then bringing a fresh approach to a product which is entrenched in stayed category norms.

~Sara Jones, Design Director

Minted was awarded Silver in the 2018 Pentaward Worldwide Packaging Design Competition.


Packaging Design
Concept Design
Design for Innovation
oral care
Award Winning Design