Gentist Salty is the second product line from Gentist, a premium dental care brand that offers unique solutions with differentiated ingredients to support
both health and beauty. From product design and photography to detailed pages, we provided a comprehensive design solution that carefully considered consumer
touchpoints from the brand’s perspective.
Concept
Gentist Salty toothpaste uses Amorepacific’s SaltoxTM technology to filter out 99% of impurities and contains fine,
uniform particles of New Zealand salt to effectively help manage five major gum diseases. To communicate its key ingredient in an appealing way,
we expressed the Salty line’s unique color palette using tones inspired by the clean environment of New Zealand and salt. We also maintained
consistency with Gentist’s existing graphic identity to ensure a seamless brand experience across product expansions.
To convey the freshness of the New Zealand origin and the salt ingredient, we selected a color theme that emits a
clean and refreshing vibe while harmonizing with the current 2X toothpaste, ensuring a unified product mood and design.
E-commerce oriented design
The design logic of Gentist products is optimized for e-commerce environments, considering not only usage settings but also small mobile
thumbnails and grouped displays in promotional banners. To maintain the existing visual strategy—highlighting common-noun ingredients on the
front—we secured a prominent area for the key ingredient. After identifying the ingredient’s main selling points, we selected key messages based
on readability and internal feedback to determine the finalized front-facing copy.
E-commerce oriented design
The design logic of Gentist products is optimized for e-commerce environments, considering not only usage settings but also small mobile
thumbnails and grouped displays in promotional banners. To maintain the existing visual strategy—highlighting common-noun ingredients on the
front—we secured a prominent area for the key ingredient. After identifying the ingredient’s main selling points, we selected key messages based
on readability and internal feedback to determine the finalized front-facing copy.
Product Design – regular
While retaining the design logic where the main ingredient takes up two-thirds of the front, the
extended text required greater focus on readability for fast and clear recognition.
We prioritized messaging based on contemporary consumer behavior in e-commerce—where ingredient comparison
matters more than origin—and restructured the message by dividing it into primary and secondary phrases.
The text size and layout were adjusted accordingly.
Product Design – regular
While retaining the design logic where the main ingredient takes up two-thirds of the front, the
extended text required greater focus on readability for fast and clear recognition.
We prioritized messaging based on contemporary consumer behavior in e-commerce—where ingredient comparison
matters more than origin—and restructured the message by dividing it into primary and secondary phrases.
The text size and layout were adjusted accordingly.
Product Design – New commerce
For the new commerce channel, we followed its heritage- and sophistication-driven design logic but rearranged the copy to more intuitively convey the ingredient’s premium origin.
A deeper blue tone was applied compared to the regular line to enhance the sense of efficacy and luxury. The gold accent was also refined to complement the new blue color.
Product Design – New commerce
For the new commerce channel, we followed its heritage- and sophistication-driven design logic but rearranged the copy to more intuitively convey the ingredient’s premium origin.
A deeper blue tone was applied compared to the regular line to enhance the sense of efficacy and luxury. The gold accent was also refined to complement the new blue color.
Shooting and Product Detail Pages
To strengthen immersion at brand–consumer touchpoints and effectively communicate product value, we extended the design process to include photo planning,
shooting, and detail page creation. We tailored the visuals to reflect product and ingredient characteristics, brand ingredient philosophy, key selling
points, and channel-specific consumer behaviors for both e-commerce and new commerce platforms.
Shooting and Product Detail Pages
To strengthen immersion at brand–consumer touchpoints and effectively communicate product value, we extended the design process to include photo planning,
shooting, and detail page creation. We tailored the visuals to reflect product and ingredient characteristics, brand ingredient philosophy, key selling
points, and channel-specific consumer behaviors for both e-commerce and new commerce platforms.
Product Detail Flow
Recognizing the differences between the two channels and their main users, we crafted distinct benefit messages: For e-commerce, where users compare
ingredients in detail, we emphasized Gentist’s confidence in ingredient research and highlighted the ingredient properties. For new commerce, where
users seek premium Amorepacific experiences, we focused on the ingredient’s origin to express premium value more intuitively and highlight efficacy.
These strategies were reflected in the key visuals, flow, and wording of each detail page. To reinforce the brand philosophy—especially for a new
brand—we introduced a “Doctor’s Note” section at the top of each page to aid in communicating the brand’s ingredient story and authority.
Product Details
Recognizing the differences between the two channels and their main users, we crafted distinct benefit messages: For e-commerce, where users compare
ingredients in detail, we emphasized Gentist’s confidence in ingredient research and highlighted the ingredient properties. For new commerce, where
users seek premium Amorepacific experiences, we focused on the ingredient’s origin to express premium value more intuitively and highlight efficacy.
These strategies were reflected in the key visuals, flow, and wording of each detail page. To reinforce the brand philosophy—especially for a new
brand—we introduced a “Doctor’s Note” section at the top of each page to aid in communicating the brand’s ingredient story and authority.
