Brand Identity And Packaging For Bastét Oral Care
Why does luxury toothpaste look like a museum artifact?
Wedge developed a complete brand identity and packaging system for Bastét, a premium oral care company built around the restorative power of nano hydroxyapatite. The work encompassed naming, strategy, and design inspired by architectural monumentality and the protective symbolism of the goddess Bastet. The result is a refined self-care brand positioned as a ritual for renewal.
More in gray
Insights
- Wedge built Bastét from zero, handling naming, brand strategy, visual identity, packaging architecture, packaging design, packaging mechanicals, and brand guidelines for a premium oral care launch.
- The core strategy, “A Ritual for Renewal,” reframed nHA (nano hydroxyapatite) from a clinical enamel ingredient into a restorative self-care experience balancing rigor and pleasure.
- The brand name came from research, not decoration: Bastet references the Egyptian goddess associated with integrity, beauty, and protection, matching the brand’s protective, refined positioning.
- The packaging breaks from typical soft oral-care cues by using an architectural, monumental visual language, drawing on the "monumentality of details and typography carved in European museum facades"; DIELINE reports the tube lettering was taken from an 1889 Parisian museum facade.
- The product itself reinforces the design story: per Thingtesting, the tube is 100% aluminium with no polymer lining — possible because nothing in the fluoride-free, vegan, Canadian-made formula is corrosive.
1 / 9Swipe
Keep exploring
Related cases
