Fluocaril is number one in the market for oral hygiene products and particularly the toothpaste segment, thanks to its flagship cavity-fighting Bi-Fluore 250 brand. Its products are sold exclusively through pharmacies and health and beauty stores.

Faced with aggressive competition, mostly from products sold through large retail stores, Fluocaril wanted to strengthen its positioning in pharmacies by enhancing its impact and appealing to a younger crowd, while promoting a very wide selection of products ranging all the way from children’s oral care products to dental orthopedics.
We had already designed the packaging for the previous range, but now faced the challenge of assuring that the brand conveyed more modernity, dynamism and life force without straying from its reputation for serious, pharmacy-approved products.

Dragon Rouge used the concept of global care for the entire range, expressing it through a powerful visual icon and carefully organized packaging architecture.
Impact was guaranteed by the symbol and recognizable traditional colors of the brand (white, green and black).
A fresh sense of modernity and dynamism was conveyed through a new icon and typography that is younger-looking and more efficient.
It became easier to navigate through the Fluocaril offering based on color and typography, meaning that consumers can immediately find the product they are looking for but also discover the rest of the range.