ORAJEL

PACKAGE REFRESH | CHURCH & DWIGHT

Orajel, the #1 oral pain relief brand, partnered with LAM to update packaging graphics and establish an easier-to-shop packaging architecture. Our new design system embraces brand equities to remain recognizable while improving portfolio navigation. We established a 2-level color system to: (1) differentiate product segments including toothache, mouth sores, cold sores, gum; and (2) delineate between good-better-best medicated strength using white, silver, gold. To improve modernity, we subtly reshaped the logo containing shape and removed unimportant messaging, thereby reducing clutter.