Formulated with AeroGraft, the first new patented sensitivity technology to enter the category in around 30 years..
Mother Design’s challenge was to create a brand that reflected the breakthrough nature of OZEN’s technology while balancing scientific credibility with contemporary appeal.
It said OZEN retains the cues that signal freshness, efficacy and scientific credibility while moving away from the familiar visual language that dominates the sector.
At the heart of the identity is the platform ‘Creative Scientist’, inspired by OZEN’s own origin story.
The logo is confident and sculptural, and structural lines and graphic elements reference scientific and medical symbolism, helping reinforce efficacy and trust while avoiding the coldness often associated with the category.
A bold typography is paired with clean, highly legible geometric sans-serif typefaces, balancing authority with accessibility and ensuring the brand remains easy to navigate and understand.
Harry Zalk, co-founder, OZEN, said: “We weren’t interested in launching another toothpaste brand that looked and behaved like everything else in the category. OZEN is built on genuinely new science, and we wanted an identity that reflected that.
“Mother Design have created a brand that captures both the rigour behind our technology and the curiosity that led to its discovery. They’ve helped us turn a scientific breakthrough into a distinctive brand experience, giving us the presence and confidence to challenge some of the biggest names in oral care.”
Jo Tulej, Creative Director, Mother Design, said: “OZEN had a real point of difference, so our challenge was to create a brand that reflected that while still feeling credible and trustworthy. We wanted to keep the cues that help people navigate the category, but move away from the conventions that have made so many brands feel interchangeable. That’s where the real design work happens.”