Caring To
Reach Further

  • Brand Identity Evolution
  • Packaging Design
  • In Store Retail Graphics
  • Brand Collateral

Founded in 1972, REACH is a global dental care brand. However in Australia, the perception of the brand had eroded, with consumers regarding REACH as an out-dated, ineffective brand. The dental care category offers a wide variety of products, with consumers finding the shelf overwhelming and difficult to navigate.


We repositioned REACH, as a trustworthy, credible and empathetic brand. We evolved the masterbrand identity to include new assets such as the eclipse circle around the logo symbolising the ‘harder to reach’ places and the endeavour to ‘reach further’ when designing dental care tools. The use of colour is an important category driver on shelf. Therefore, the expression of clear, easy-to-shop variant navigation was a key focus.

We elevated the overall quality perception of the brand. Through a more sophisticated, contemporary design we moved REACH away from consumer research comments such as ‘old’ and ‘irrelevant’ to ‘innovative’, ‘clever’ and ‘caring’.

The broader visual language of the brand, including new masterbrand assets and iconography were created to be easily adapted beyond pack to use in communication and collateral.