SmileTime

This branding project for SmileTime, a UK teeth whitening brand, showcases a bold and confident visual identity centred around a striking black and yellow palette. The use of clean, modern typography paired with high-contrast packaging gives the brand a professional yet approachable feel. The playful circular logo and minimal design system create strong brand recognition, while lifestyle photography featuring diverse, smiling individuals reinforces its friendly and inclusive ethos. The packaging is vibrant, tactile, and shelf-ready, clearly communicating function and personality. Overall, SmileTime’s branding is energetic, fresh, and designed to stand out in the oral care space.