OZEN, a new entrant in the oral care market, is challenging traditional retail shelf conventions through a design-led strategy developed by Mother Design. By moving away from the “claims-heavy” visual language typical of toothpaste packaging, the brand utilizes a restrained, science-focused aesthetic to appeal to consumers seeking both clinical credibility and human-centric design. The brand is currently rolling out across Boots locations nationwide.
Strategic Visual Identity in Oral Care
The visual identity for OZEN centers on a deliberate balance between clinical authority and consumer accessibility. According to Mother Design, the brand uses a deep green to signal a premium presence and shelf stand-out, while a brighter green is employed to retain the freshness cues traditionally associated with oral care. This color strategy is intended to make the brand feel familiar enough to inspire confidence without appearing like an anonymous commodity.
Typography plays a supporting role in this strategy. The brand pairs a bold, sculptural logotype with clean, geometric sans-serif typefaces. This combination is designed to ensure the product remains easy to understand for shoppers while maintaining a sense of professional rigor. Cecilia Serafini, Design Director at Mother Design, noted that the identity reflects the tension between the technology’s roots in art and experimentation.
“We wanted an identity that reflected that. They’ve helped us turn a scientific breakthrough into a distinctive brand experience, giving us the presence and confidence to challenge some of the biggest names in oral care.” — Harry Zalk, Co-Founder & CEO, OZEN
Moving Beyond Category Conventions
The oral care sector has long been defined by high-intensity visual noise and frequent product claims. Jo Tulej, Creative Director at Mother Design, characterized the current market as split between established “trusted clinical brands” and newer challengers that prioritize novelty over genuine innovation. For OZEN, the design objective was to bridge this gap by maintaining the cues that assist in category navigation while discarding the conventions that make many brands feel interchangeable.
Did you know?
Designers often use “category cues”—like specific color palettes or font weights—to help shoppers identify product types instantly. OZEN’s strategy involves keeping these cues while refining them to avoid the “visual noise” common in the toothpaste aisle.
Partnership-Led Brand Development
The launch of OZEN is supported by a partnership between Mother and Broody. Andy Medd, Co-Founder of Mother and Broody, stated that the collaboration aims to integrate commercial and marketing expertise with design and communication strategy. The scope of the work includes packaging, digital experience, brand positioning, and overall communications strategy.
By aligning the brand’s scientific narrative with a cohesive design system, OZEN is attempting to establish a presence that feels clinically credible and unexpectedly human, according to the design team.
Frequently Asked Questions
What is the core design philosophy behind OZEN?
OZEN uses a restrained visual language, utilizing green hues and geometric typography to signal scientific rigor and freshness, intentionally avoiding the “claims-heavy” design common in the oral care category.
Where can consumers find OZEN products?
OZEN is currently launching nationwide at Boots.
Who led the branding and design for OZEN?
The branding and visual identity were created by Mother Design, with commercial and marketing support provided by Broody.
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