Brand Identity for an Oral Care Brand

Oral care takes its place on the beauty counter

Wedge developed Bastét’s naming, strategy, identity and packaging for an oral-care brand intended to sit comfortably on a beauty counter. The first product was toothpaste, and the brand platform frames the daily routine as a ritual of renewal. The name draws on the Egyptian goddess Bastet and the qualities of beauty and protection associated with her in the studio’s concept. Architectural references shaped the visual direction: monumental details and lettering carved into French museum façades informed an expression of permanence and precision. The wordmark specifically references the façade of Paris’s Grande Galerie de l’Évolution. The project turns those references into a coordinated identity and packaging system.