about the client
brushing buddies is an innovative sing-along sound book designed to transform toothbrushing from a daily struggle into a joyful experience. created by a mom inspired by her daughter, brushing buddies uses music, storytelling, and positive reinforcement to make brushing both fun and educational.
the company's approach is research-backed, developed in collaboration with the university of pennsylvania, ensuring its methods are grounded in motivational and learning science.
the challenge
how might we...
redesign brushing buddies' website and logo to create a playful, trustworthy brand identity that empowers parents and engages young children?
research & insights
before beginning our redesign, we analyzed similar brands in the children's education, wellness, and product spaces. our goal was to understand how others communicate trust, playfulness, and parent engagement.
- storytelling through visual identity: brands that succeed with parents use cohesive narratives across all touchpoints
- care and emotion in all products and visuals: parents respond to warmth and authenticity in design
- clean, simple and trustworthy content: clarity and professionalism build confidence in the product
moodboards & exploration
building on our research insights, we created moodboards to explore visual directions that capture brushing buddies' joyful, nurturing, and research-backed identity. these boards guided our choices in color, typography, imagery, and tone for the new brand system.
playful & innovative
conveyed a playful, positive vibe that honors youth, creativity, and inclusivity. bold and rounded typefaces with vibrant, welcoming colors combined childlike energy with modern design trends using soft shapes and approachable sans-serif fonts. this direction emphasized movement, joy, and accessibility while maintaining a contemporary aesthetic that appeals to both children and design-conscious parents.
calming & approachable
created something both playful yet calming to draw attention while emphasizing a smoother teeth-brushing experience for both children and adults. squiggly lines reminiscent of toothpaste tie into the product while adding movement, and pops of pastel color provide vibrancy that remains soothing.
bright & friendly
bright and playful identity appealing to both kids and parents, using organic, rounded shapes, cheerful illustrations, and a vibrant palette of greens, blues, yellows, and pinks. bold sans serif headings paired with lighter text keep the design clean and friendly, while imagery of smiling characters reinforces trust, positivity, and excitement around brushing.
imaginative & textured
evoked childhood through playful texture, color, and form. emphasized imagination and curiosity, relevant to encouraging children through storytelling. hand-drawn elements and organic shapes appealed to both children and adults while creating a warm, nostalgic feeling. this approach balanced whimsy with authenticity, making the brand feel both fun and trustworthy to parents seeking engaging solutions for their children's daily routines.
color palette
our color palette is designed to appeal to millennial and gen z parents–modern and approachable–while still engaging for young children. softer pastels resonate with the nurturing, calm world of ages 2-4, while brighter, more vibrant hues energize and inspire creativity for ages 4 and up.
typography
headline font
tilt warp
a playful sans serif font that captures brushing buddies' energetic and youthful personality while maintaining excellent readability.
body text font
poppins
a clean, geometric sans serif that complements tilt warp perfectly while ensuring clear, comfortable reading for all content.
the brushing buddies book plays classic children's songs with 'ahhh' lyrics so kids sing along and keep mouths open.
logo design
as our team explored logo concepts, we weren't afraid to experiment, pushing for playful, creative directions that capture brushing buddies' joyful spirit.
before
• text-only "brushing buddies" wordmark
• no character/mascot presence
• no visual brand mark
process
• multiple iterations exploring tooth shapes
• playful, hand-drawn aesthetics
• character-based explorations
final design
• combined playful font with tooth shape
• friendly, trusting, and fun
• works across all applications
characteristics
• playful, hand-drawn feel
• approachable and welcoming
• memorable and distinctive
final deliverables
🎨 brand guidelines
complete visual identity system with logo usage, color palette, typography, and tone of voice guidelines.
🌐 website redesign
designed homepage, product pages, faq section, and school program pages optimized for all users.
📱 responsive design
mobile-first approach ensuring seamless experience across all devices for busy parents on-the-go.
✨ brand assets
favicon, header/footer designs, product photography guidelines, and social media templates.
impact & learnings
this project taught us the importance of designing for multiple audiences simultaneously–creating a visual identity that speaks to both the decision-makers (parents) and the end-users (children). we learned to balance playfulness with trustworthiness, ensuring the brand felt both fun and research-backed.
by collaborating with our client throughout the design process and iterating based on their feedback, we created a cohesive brand system that truly reflects brushing buddies' mission to transform daily oral hygiene from a struggle into a joyful, positive routine.