Cocolab
Cocofloss opens up a wider world as Cocolab
Wedge evolved Cocofloss into Cocolab as the business expanded from floss into a broader oral-care portfolio. The brief called for a system that could retain the existing brand’s playful appeal while accommodating more products. A joy-led approach to daily routines informed the new name, strategy, voice and packaging architecture. The resulting platform presents oral care as an enjoyable everyday experience, supported by a coordinated visual identity and packaging system. Wedge’s scope also included photographic direction, 3D animation, renders and production guidelines. The name change gives the brand room to represent a wider range without remaining defined by its original floss product.
Insights
- The name change removes the original product limitation from the master brand.
- Packaging architecture supports the move from floss to a broader portfolio.
- The joy-led direction links verbal identity with the visual and product presentation.
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