“Nano-hydroxyapatite” is not a phrase anyone remembers, which is roughly the problem Los Angeles and Montréal studio Wedge was handed when Bastét asked it to name and build a new oral care brand from scratch. The answer runs against everything the shelf expects from toothpaste: naming, strategy, a full visual identity system, packaging architecture and guidelines, all of it pitched closer to a fragrance house than a pharmacy aisle. It follows Wedge’s earlier work on dental floss for Cocolab, and pushes considerably further.
