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Cocolab

Evolving an oral care world where joy crashes routine.

Portrait from the Cocolab campaign featuring a woman posing playfully against a white background.

“Your Daily Hit of 
Dental Dopamine”

The Context

Cocofloss was a cult floss favorite. They approached Wedge with one mission: Transform the brand from a single product into a whole world of oral care to support a growing portfolio where flavor meets dentist-designed performance. 

The Insight

Crash routine with joy. We challenged ourselves with one big question: What if we could create a universal “Smile Care System” worthy of the MoMA store? That insight drove the creation of an uplifting world and evolution of the name from Cocofloss to Cocolab for whatever comes next.

The Big Idea & Success

“Your Daily Hit of Dental Dopamine” is the new brand platform that inspires oral health through fun. Together, the work helped Cocolab grow 183% YoY, create outsized revenue growth across all channels, boost quality perception, and land coveted retail relationships.

“ Wedge helped us to balance premium credibility with playful charm, honoring the cult following”

COLOR PALETTE

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.


Disciplines

  • Ethnographic Research
  • Brand Naming
  • Brand Strategy & Narrative
  • Brand Voice & Messaging
  • Packaging Architecture
  • Visual Identity System
  • Packaging Design System
  • Brand Guidelines
  • Creative Direction
  • Photo Direction
  • 3D Animation
  • 3D Renders
  • Brand Guidelines
  • Packaging Production

As seen in

Beauty Independent — “Cult-Favorite Cocofloss Rebrands As Cocolab To Reflect Its Growing Oral Care Repertoire.”

The Brand Identity — “Wedge’s Cocolab Rebrand Brings Joy & Dopamine to Dental Care.”

Dieline — “Wedge Brings Dental Dopamine to Cocolab Rebrand.”

Trendhunter — “Joyful Oral Care Brands”

Awards

D&AD, Wood Pencil, Packaging
Dieline, Rebrand of the Year
Dieline, Best of Category, Health & Beauty
Dieline, 2nd Place, Brand System, Health & Beauty
ADC, Merit, Packaging, Beauty & Cosmetics
ADC, Merit, Redesign
IDEA, Silver, Large Scale Packaging System

Team

Design Director: Justin Lortie
Creative Director: Sarah Di Domenico
Strategy: Nancy Chen
Narrative: Marco Patricio
Design Lead: Capucine Labarthe, Gabrielle Lamontagne
Designer: Elodie Trudel, Leo Maubert
Senior Production Designer: Étienne Angot
Account Manager: Albert Sinotte
Account Director: Fredo Zavarella
Case Study Team: Albert Sinotte, Diego Aguilar, Alexis Coutu-Marion, Leo Maubert, Charles Desmarais

Collaborators

Photographer: Blouin Heartz
Wardrobe: Frederique Gauthier
Beauty: Valeria Arimova
Prop Stylist: Lisa Cyang

Other projects

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