Bastét

Bastet'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 high-performance oral care brand that earned its place on the beauty counter. The first product: Toothpaste, featuring their hero ingredient, nHA (nanohydroxyapatite)—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 built on integrity, beauty and protection—all virtues embodied in Ancient Egypt by the goddess Bastet. And so we had a name. For the design system, we found our inspiration in architecture. From French museums we borrowed the monumentality of details and typography carved in their facades, a timelessness to signal trust and rigor. Bastet launched DTC and in select retail in 2026.