Sonicare toothbrushes are 20x more effective than manual ones in taking care of your teeth and mouth. But the brand was still stuck into a scientific, medical look. It was time to get people to Feel the care. We reinvented completely their brand aesthetic, breaking beyond the category visual codes. Everything needed to feel warm, sensorial and trigger an unconscious will to clean your teeth. From photography, to functional content the brand became more sophisticated giving Sonicare a unique personality in a sea of functional driven brands.