Scott’s Select | Brand, Strategy, Private Label Packaging

Scott's Dental Supply, an established supplier of dental products, offers their branded products alongside industry leading national brands. In a competitive market, their private label brand needed an upgrade, and Orca Design Group was chosen as Brand Design Consultant. The brand needed to stand out and be recognized for assured quality in their packaging, print collateral and online catalog. Also, the new brand needed to have two brand tiers, premium and everyday, while still relating to the parent brand. Using the established brand color – orange – the brand logo was redesigned using clean bold lettering alongside a bold checkmark designed to increase brand recall when products are reordered. The packaging system needed to work consistently well across thousands of products, all different types of packaging, orientation and substrates. To meet these challenges a package design system was developed that included a flexible background pattern that could be used with a primary field of black for premium – or orange for everyday, a font usage system with built in hierarchy, custom badges, and flavor callout icons.

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