Median, a daily dental homecare brand with a long-standing understanding of oral concerns for all ages, has launched Gum Obok toothpaste for middle-aged adults.
Formulated for people in their 40s and 50s who are concerned about gum health, this toothpaste contains extracts from seven medicinal roots,
including licorice, angelica, mulberry root bark, ginseng, and red ginseng. These ingredients create a dense lather that delivers the traditional
herbal components deep into the gum line to actively support and maintain gum health.
The ‘Gum Obok’ Toothbrush features an oversized head—twice the size of a standard toothbrush—with double the bristles for powerful cleaning.
The bristles are infused with Korean pine salt for simultaneous cleaning and gum care, and their soft texture is ideal for those with sensitive gums.
Its larger size also enhances the feeling of freshness.
Design Concept
Our design process began by considering two key factors: the herbal characteristics of the ‘Gum Obok’ toothpaste and the design preferences of its target consumers, middle-aged and older adults.
To emphasize the product’s reliability and efficacy, we chose a stable, dignified font for the product name. We used a green color palette,
which not only aligns with the preferences of this demographic but also naturally corresponds to the product’s herbal ingredients.
This created a friendly and inclusive image suitable for the target age group. Furthermore, to visually communicate the product’s effectiveness,
we incorporated images of the seven key herbal ingredients directly onto the packaging. Ultimately, the design concept was driven by a dual strategy:
to meet the aesthetic preferences of the target audience while clearly highlighting the product’s tangible benefits, creating a design that would resonate and appeal to them.
