The brief, in brief: 

The brief from client was to create a corporate identity and packaging range for Dr Sweetooth. He is a dentist, but also started a company selling sweets.

As a dentist who also manufactures sugary, cavity-causing sweets, Dr Sweetooth presented us with quite a contradiction! We decided to embrace these two opposing worlds and use it to our advantage by creating a uniquely wicked brand personality. We based our ideas and stories on the tales of a dentist who is good by day, but turns into the nefarious Dr. Sweetooth by night. We juxtaposed our packaging, using white; elegant and minimal designs on the outside to personify our sophisticated dentist, while using spontaneous colours and a variety of illustration styles on the inside to show his wicked side.

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My roll: 

Art direction / Design / Illustration.