BASTÉT
A RITUAL
FOR RENEWAL
Inventing an oral care brand that earns its place on the beauty counter.
Bastét's founders enlisted Wedge to turn a product idea into a total brand vision across naming, strategy, visual identity, and packaging design. Their mission was to build a premium, high performance oral care company that earns its place on the beauty counter.
The first product, toothpaste, features clean ingredients and a hero: nHA (nano hydroxyapatite)—a mineral naturally found in human teeth, known for supporting enamel protection. With this, we went to work.
nHA is proven to support remineralization. We positioned this function as restorative. Physical and emotional well-being, “A Ritual for Renewal.” This point of view unlocked a self-care experience where rigor meets pleasure.
Bastet is a world build on integrity, beauty and protection. Research uncovered that these tenants are held by the goddess Bastet. That’s the story behind the name. The design system is inspired by architecture. Monumentality of details and typography carved in European museum facades, a timelessness to signal trust and rigor.
Bastet launched DTC and select retail in 2026, while the system is built to scale.
brand naming, brand strategy & narrative, visual identity system, packaging architecture,
packaging design, packaging mechanicals, brand guidelines
