cocolab

9 out of 10 dentists recommend making oral care more fun. That was the vision of dentist-designed Cocofloss. Rooted in California and born in 2015, Cocofloss quickly established a cult following for their “loofah-like” floss offered in a variety of fun flavors. But the vision was always greater.


In 2023, Cocofloss engaged Wedge to conduct a brand evolution that would reimagine them from Cocofloss to Cocolab. Opening the gateway to innovation, expanded product range, and land beauty-focused retail.


All aspects were revived starting with a stand-out strategic narrative: Your Daily Hit Of Dental Dopamine. A brand world where oral care is beauty care, where joy crashes routine, and makes you feel damn good.


This bigger brand idea and articulation guided an evolved visual identity system, revamped packaging rethought as a “Smile Care System” (a simplified code from 10-step beauty regimens), creative direction of photography, digital direction,  and a punchy, colorful, visual style that not only elevates quality perception to justify a higher price-point, but speaks to the cultural rhythm unlike anyone else.

Cocolab relaunched in 2025. Performance, quality, and aesthetics, worthy of the MoMa store.

Brand Strategy & Narrative, Visual Identity, Packaging System,
 Brand Voice & Messaging, Brand Guidelines, Creative Direction, Photo Direction