Shikatani Lacroix was hired to introduce this new brand of oral breath deodorant, positioned as a highly effective breath deodorizer. To promote Breath Mate as the most effective breath freshener in the market, and ensure that it stands out from similar products on the shelf, SL used the colour blue to convey freshness – the same colour as the gel caps. The emotional and functional benefits of the product are explained using friendly, reassuring and concise language. Bold lettering, bright colours and simple imagery successfully communicate that Breath Mate is a capsule you shallow to eliminate bad breath. The resulting packaging creates a distinct look and feel that separates the new product from other competitive offerings and reassures consumers that this product freshens breath from the inside out.