Median has launched a new toothpaste containing bamboo salt.
It features In-San Jukyeom, a traditional bamboo salt made by sun-drying sea salt from Korea’s west coast for three years, then melting and solidifying it nine times in bamboo containers over pinewood fire.
This ingredient helps address a variety of oral care concerns. The toothpaste comes in two variants—Gum Care and Sensitivity Care—designed to meet specific consumer needs.
Design
To effectively communicate the efficacy derived from its ingredients, the product adopts a bold design that prominently features the BI of In-san Jukyeom and the image of In-san Kim Il-hoon on the front.
Bamboo vector graphics were added to help consumers intuitively understand the product’s concept, while the overall design delivers a bold yet refined impression that resonates with middle-aged consumers, reinforcing its premium positioning within the Median brand.
To stand out in a crowded and competitive shelf environment, the design departs from the conventional green bamboo imagery commonly associated with the salt and herbal medicine category.
Instead, it emphasizes efficacy, functionality, and trust through the use of bold colors, traditional layouts, and distinctive typography.
Within a unified color scheme, variations in brightness create strong visual impact on the shelf, while red and green color codes — representing the characteristics of the two product variants — enhance recognition and differentiation.
