Despite being an excellent product, Sensodent often went unnoticed on crowded retail shelves and was frequently mistaken for its competitor, Sensodyne. Parking solved this problem by creating a distinctive brand architecture that boldly highlighted the brand’s strongest differentiator- ‘Dent’ with a decluttered packaging design. The brand architecture was designed to seamlessly extend across multiple variants, creating a powerful, unmistakable shelf presence. The result was a stronger brand identity that significantly improved visibility, recall, credibility and market demand.