Demax — a unified concept for a toothbrush line

When we started working on the packaging for the Demax toothbrush line, the challenge was more than just “making it look good.” We needed to design a system that would unify different series into a single story and allow the brand to communicate with customers in one recognizable, consistent language.

We analyzed the market and noticed that most brands use fragmented designs — each toothbrush looks like a standalone product with no connection to the rest. This weakens perception and makes it harder to build trust. Our insight: Demax needed a unified visual language that would not only deliver information but also strengthen brand recognition.

We developed a unified design concept that brought multiple toothbrush series into one visual family.

• Each series received its own background color, reflecting the product’s unique features, while all shades work together as part of a single system.
• As a key visual device, we used graphic rays radiating from the center of the brush. This became a metaphor for energy, freshness, and action — a glow of cleanliness.
• The Demax logo is large and legible, reinforcing brand presence and recognition.

Demax now has a unified visual code — the brand is easy to notice and instantly recognizable. The line is perceived as a system rather than a set of separate items. The rays became a signature accent that can be scaled across new products. The client received packaging that both strengthens the brand and simplifies customer choice.