Articles & interviews2
- Wedge Designs Bastét Toothpaste Branding That Defies Category Norms
Wedge created the naming, strategy, identity, packaging and guidelines for Bastét, a new Montreal oral-care company built around nano-hydroxyapatite toothpaste. The identity deliberately rejects standard toothpaste visual conventions through luxury beauty cues, turquoise, aluminium tubes, camp art direction and Daubenton, an ornate Art Deco-like serif. Author Emily Gosling strongly praises the project’s distinctive visual execution while criticizing some of its overly lofty wellness copy.
- New Instagram Logo Divides Creatives, Exposing a Bigger Design Debate
Montreal and Los Angeles-based studio Wedge created the complete brand world for Bastét, a new oral-care company launching with nano-hydroxyapatite toothpaste. The identity combines Egyptian-goddess-inspired naming, a custom engraved-lettering wordmark, Daubenton and Nimbus Sans typography, and bilingual retail packaging designed for both shelf presence and beauty-counter appeal. The visual system positions oral care as a high-design beauty and self-care ritual while accommodating future flavours and SKUs.