Hapee Toothpaste Concepts

    

Several concepts by Manilla based Vgrafiks Design + Branding for the Hapee toothpaste range:

"Hip and clean playfulness freshly delivered in a toothpaste box. Lamoiyan Corporation, a local toothpaste giant, collaborated with us to think of packaging design concepts for their 2009 toothpaste product range. 

Asking us to come up with something 'explosive,' and 'outrageous,' we reasoned that the only way to achieve that would be to contradict yourself and deliver something unexpected. 

Our concepts elevated their current packaging design and gave them a more sophisticated and international feel."

Many more images after the jump.

         

Comments

[Margaret]

some of these are interesting, but honestly this will all look soo dated in a year or two. Wouldn't you want more lasting branding for launching a toothpaste?

[buy dsi r4]

This is very great company.I also get information that three-time champion Harbour Centre, tied with Hapee for the top spot at 2-0, goes up against newcomer Pharex.So I must say its very awesome brand.

[Alex]

I'm sorry but that typography is terrible, especially the logo. Not only that but the colour use is bland, often renders the text unreadable, and the design elements fit together horribly. This is a poor choice to feature on here. I'd expect better work from my college classmates who are just out of secondary school.

[timdesigner]

Oh Gosh! look at those awfully terrible pack concepts!

Firstly the design agency should have cleaned up the logo, looks like someone traced a logo with a crayon! the letter forms are poorly drawn and then the colour ways starts to split the words up, all i can see is the h and also pee, and I'm pretty sure your not rubbing pee on your teeth!

And the designs? well you certainly didn't give "them a more sophisticated and international feel" nor does it have a "Hip and clean playfulness freshly delivered in a toothpaste box" its all poorly layed out, did someone get a school kid to do this on the bus on the way to work? this is not design this is childish twaddle

All I can say is I hope that Hapee didn't pay anything for this 'work'

[Cuong]

wow...I expected something way better, especially something that comes from an agency. These designs are so flat and static. There's no energy to anything. And it look very generic, almost private label.

The illustrations looks like something that was one in Power Point, or are from a generic clip-art library.

[Inartistic]

Seriously bad! These look like cheap knock off brands that you might find in a low grade dollar store. However, it seems that the bad design stems mainly from the brand's horrible logo, which looks like it was designed by someone's cousin in 1970.

[Delphine]

Terrible designs....

[Eron Ackerman]

I think these designs are great. Way better than the tube of "Crest Pro Health" toothpaste in my bathroom medicine cabinet. Personally, I'm totally turned off by all the flashy 3D logos of the "extreme genre" of packaging. While the "hapee" logo could use some color tweeks on all but the gray backdrop and the last box could lose the sickly pale green, I find the simple, flat fonts and minimal palettes on these packages pleasing to the eye and effective in conveying their distinct flavors.

Also, It doesn't matter if something looks dated. What matters is if it looks good. In fact, I'd even argue, a design that can't be dated is probably not worth looking at in the first place. Would anyone care about bakelite radios, '57 Chevys, or 19th century magazine mastheads if they didn't bear the stamp of their time?

[Allen]

I'm from the Philippines and I can see what they are trying to accomplish. Considering the use of flat vector illustrations and a simple color differentiation for each variant, i think that can actually make the brand stand out from the shelves. But yes it is poorly crafted, I also think it seems generic, perhaps you can add a "visual trick" and not just plain symbols? Make us smile or happee...hehe. I think the logo is not part of the brief but if you can convince the client to do a redesign then maybe that can be a starting point. Now you have to prove that your design made the brand sophisticated and world class. Back to the drawing board!