Consumer Packaged Goods
Premium Products without the Premium Cost.
SmileDirectClub's Consumer Package Goods are meticulously designed to be as functional as they are aesthetically pleasing. We prioritize solving real-world problems for our customers without the premium price tag, offering high-quality products that truly deliver. Our packaging and display design extend this commitment to quality and clarity. We integrate distinct visual brand elements and concise, benefit-focused messaging using clean product imagery and distinct visual and tactile finishes that complement the brand’s sophistication.
The result is a premium, visually disruptive customer experience that sets us apart in the crowded oral care market, eliminating customer confusion and reinforcing our brand's value proposition.
Product messaging credit: Tom Kettler
3D product render credit: Tom Oakerson
Product Innovation.
Throughout my tenure at SmileDirectClub, I've been privileged to serve as the creative design lead on numerous project launches and product design initiatives. My proudest achievements include contributing to the design and development of critical products such as the Electric Toothbrush, Aligner Case, Waterflosser, Expandable String Floss, Wireless LED light, Smile Spa, Whitening and Sensitivity Toothpaste, Travel Kit (dopp kit), and Travel Toothbrush.
These designs have elevated the brand's offerings and earned me the distinct honor of being recognized as the design inventor with patents pending for the Travel Toothbrush.
2023 Oral Care Products + Packaging Update.
Packaging update highlights.
SmileDirectClub's Packaging Redesign Update is a strategic overhaul informed by consumer research and packaging tests. The refined visual layout enhances readability and hierarchy, making our products stand out on the shelf. We've simplified product naming for better visibility and introduced color-coded segments for our Advanced Results and Sensitivity ranges, streamlining customer choice. The redesign also features bolder, consistent 'shade improvement' claims across all products and more prominent imagery for clearer differentiation on the shelf—digital and IRL. One of our most recognizable brand codes—the word 'smile'—is now prominently emphasized on all labeling and packaging, reinforcing our brand identity while enhancing customer experience.
SmileDirectClub oral care products are available at Walmart, Amazon, CVS, Walgreens, T.J. Maxx, Sam’s Club, Meijer, and Kroger.
Ship At Once Box.
SmileDirectClub’s clear aligners box has everything you need to get a smile you’ll love. We redesigned our big blurple box of clear aligners to make our customer smile journey easier. Each set of clear aligners in a smile treatment plan is shipped once in one big, blurple box.
Impression Kit.
Embarking on a journey to a radiant smile begins with the SmileDirectClub Impression Kit. This kit is designed for precision and ease, ensuring that aligners fit perfectly for optimal results. The process is straightforward and takes just 30 minutes. Each kit has clear instructions, ensuring customers capture the best impressions for their personalized smile treatment plan.
Grinspirations.
These fun cards are an a-peeling way to get a smile out of anyone. Peel open the card at the perforation to reveal a grinspirational quote that'll brighten someone's day, including yours.
• 30 cards
• Each card has a different inspiring quotation
• Beautiful lidded gift box
Gift of a Smile.
Give someone a lifetime supply of confidence with a SmileDirectClub gift card.
Project components:
• 4 unique gift-card design
• Gift card envelope
• Gift Guide
• Giftbox sleeve
• Giftbox card holder
