Brand Identity for an Oral Care Brand

Wedge developed Bastét’s naming, strategy, visual identity, packaging architecture and packaging design for its oral-care launch. The first product was toothpaste formulated with nHA (nanohydroxyapatite), a mineral naturally found in human teeth. Wedge positioned the brand around “A Ritual for Renewal,” framing remineralization as restorative self-care. The identity draws on the goddess Bastet and on the monumental façade details and carved typography of Paris’s Grande Galerie de l’Évolution.