Bastét: Inside Wedge's New Oral Care Branding

Wedge has launched a new oral care brand named Bastét, featuring a unique carved-serif wordmark and a minimalist design approach that avoids traditional clichés in the category. The branding aims to position toothpaste as a beauty product, highlighting a fresh perspective in oral care marketing. Brand strategists can take note of how Bastét's design choices challenge conventional norms in the oral care space, potentially attracting a new consumer demographic.