Value proposition
Cleaner teeth, lighter footprint, mess-free brushing with ingredients you can trust and packaging you can reuse.

Audience & personality
Eco-minded adults, frequent travelers, students, and families. Personality: clean, caring, modern, and straightforward.

Creative direction
Create a cohesive packaging system that reads clearly on shelf and online across a reusable starter jar and refill pouches. The look should feel minimal, hygienic, and approachable, anchored by one strong visual device that scales across variants while keeping the master brand unmistakable.

Brand constraints (must-haves)

• Brand name “PebbleMint.”
• Front panel must state product (“Toothpaste Tabs”) and tablet count.
• Clear variant label (Fresh Mint, Whitening Charcoal, Sensitive) with distinct visual cues per SKU while preserving brand unity.
• Front-of-pack callouts zone (e.g., with fluoride / fluoride-free, SLS-free, plastic-free packaging).
• Back-of-pack: Drug Facts (where applicable for anticavity fluoride), directions, warnings, inactive ingredients, manufacturer/distributor info, lot/expiry, country of origin, barcode, and recycling/How2Recycle marks.
• System must work on a glass jar with label and mono-material PE refill pouches; no clear windows on pouches.

Deliverables & specs

Item	Details
Formats	Reusable glass jar (120-tab) with CRC or standard lid; refill pouches (60-tab / 120-tab)
Dielines	Jar: pressure-sensitive front/back wrap or single wrap label + tamper band zone; Pouch: stand-up with zipper, gusset, tear notch, 3 mm bleed
Print files	CMYK + optional spot; vector PDF/X-1a + layered source files
Variants	3 core SKUs + 1 seasonal; consistent system with unmistakable variant cues
Barcodes	UPC/EAN on jar and pouches; maintain quiet zones
Regulatory	Drug Facts (if fluoride), directions, warnings, ingredients, manufacturer info, lot/expiry, recycling marks
Digital	E-commerce hero (front/angled), PDP back-of-pack, lifestyle thumbnails
Mockups	Bathroom counter, travel kit flat-lay, hand-held jar/pouch, 3D spin per SKU

Production notes (jars, labels & pouches)

• Jar labels: Moisture-resistant PP/PET with wet-strength adhesive; minimum live text 5 pt; avoid strokes < 0.4 pt. Reserve space for a tamper-evident shrink band and lot/expiry inkjet.
• Pouches: Recyclable mono-PE film with good moisture barrier; matte or soft-touch optional. Keep critical text ≥3 mm from zipper, notch, and heat seals. No die-cut windows.
• Color & traps: Avoid heavy gradients that can band on film; plan trapping for large solids; ensure barcode contrast on all substrates.
• Operations: Provide space for QR linking to brushing tips and recycling instructions; align fluoride claims and Drug Facts with market regulations.

Do / don’t

• Do prioritize instant brand read, clear variant differentiation, and simple hierarchy.
• Do test legibility on curved glass, glossy film, steam, and low bathroom light.
• Don’t overload the front with claims, limit to one primary and two secondary callouts.
• Don’t rely on photo textures or intricate patterns that reduce clarity at small sizes.

Success criteria
Recognizable at 2–3 meters on shelf and compelling at thumbnail size; consistent master brand with unmistakable variant cues; flawless regulatory placement and scannable barcodes; prints cleanly across glass labels and mono-PE pouches without rework.

Tone of voice
Clear, reassuring, and friendly, science-aware without jargon; eco-positive without greenwashing.