Grin Natural Hero v3

Grin Natural New product development

Taking on the big guys with a 100% natural alternative.

With a growing demand for natural consumer products in New Zealand, Grin saw an opportunity to launch a 100% natural toothpaste. They started with customer validation of the opportunity space – which informed a name, brand design system and packaging that would connect powerfully with consumers.

Challenge.

While health stores were ready for natural alternatives to toothpaste, the oral care category in supermarkets is dominated by the big guys and natural products were few and far between. The initial task was to deliver brand packaging that looked fun, fresh and compelling in the oral health category.

While health stores were ready for natural alternatives to toothpaste, the oral care category in supermarkets is dominated by the big guys and natural products were few and far between. The initial task was to deliver brand packaging that looked fun, fresh and compelling in the oral health category.

Solution.

Customer empathy research and prototype testing tuned the value proposition and brand framework. It provided the foundation for creating brand packaging that would stand out amidst the ‘stale and clichéd’ competitor line-up on shelves. 

Customer empathy research and prototype testing tuned the value proposition and brand framework. It provided the foundation for creating brand packaging that would stand out amidst the ‘stale and clichéd’ competitor line-up on shelves. 

Impact.

Grin has rapidly become a leader in the natural oral care market, with distribution in major supermarkets and most health stores nationwide. Having delivered a sound case in New Zealand – the business has launched in a range of global markets.

Grin has rapidly become a leader in the natural oral care market, with distribution in major supermarkets and most health stores nationwide. Having delivered a sound case in New Zealand – the business has launched in a range of global markets.

Not only is Grin toothpaste missing all the usual nasty chemicals, its natural active ingredients; Manuka Oil, Propolis and Organic Sea Salt, combat the six common oral bacteria.

Grin Natural was launched in 2015 after 18 months of researching, testing, refining and branding. Grin is now stocked in over 600 retailers in New Zealand, including dental clinics nationwide.

100% natural toothpaste for kids.

For the kids range, we set about adding a fun, friendly and distinct character for the Grin Kids brand that would partner the adult brand, and compete well against other kids toothpaste products.

In the toothpaste are Manuka oil (to maintain freshness), Propolis (an antibacterial agent) and Organic Sea Salt (a natural abrasive). It’s healthy so parents will want to choose it, but it’s also fun – kids need to love it.

  • Keep it Simple – As with the initial range, Grin kids toothpaste leaves out the nasty bits (like no Sodium Lauryl Sulphate, Fluoride, artificial colours, harsh abrasives or preservatives) and only put good things in (the formula contains organic sea salt, Manuka oil and Propolis).

  • Flavour Driven – Strawberry and Orange gel are the full on flavours at launch.

  • Comes with Monsters – Well, colour and monsters. Each pack is colour coded to stand out on the shelf, and each introduces fun and friendly characters such as Tarquin the tiger and Dolores the dinosaur.

As well as toothpaste – a range of colourful and fun toothbrushes for kids were also developed. 

Just because it’s natural didn’t stop us challenging convention – just because it’s toothpaste didn’t mean we couldn’t be light-hearted – the brand has proven to be engaging for adults and children alike.

Project Summary

Duration: 2015 - 2016

Client: Grin Natural

Duration: 2015-2016

Project: New product development

Deliverables: Experience research, brand design system, packaging, website