Shiine Toothpaste

Standout Features:

• Minimalistic and monochromatic
• Effective typography hierarchy
• Luxurious matte packaging

Aiming to debunk misconceptions about fluoride's safety, Shiine Toothpaste repositions itself as a self-care brand that integrates seamlessly into consumers' wellness routines. Action Design Co. tackled this challenge by crafting a refined and minimalistic look, using natural textures and understated typography to emphasize purity and transparency.

Shiine's sleek black-and-white tube abandons traditional pharmaceutical design tropes and makes a bold, contemporary statement. The stark contrast contributes to the brand's instant shelf recognition in a cluttered market. The design elevates the product's perceived value by avoiding unnecessary elements and aligning the packaging with premium branding.

The oversized, modern wordmark is the centerpiece of Shiine's identity, with its playful umlaut doubling as a smile symbol, cleverly reinforcing brand memorability and a positive emotional connection. The bold sans-serif font contrasts beautifully with the smaller, delicate green typography used to describe the product details.

Finally, the tactile simplicity of the matte black surface further enhances its luxurious appeal. Unlike glossy or overly decorated alternatives, this design choice speaks to eco-conscious, design-savvy consumers who value understated quality. Its streamlined form reflects the brand's mission to offer clean, natural solutions without embellishment.