Mouth Crime was entering one of Amazon’s most saturated categories, competing against established oral care brands with near-identical positioning. To win with a younger audience, it needed more than standout packaging. It needed a distinctive reason to exist, a clear reason to choose it, and an identity strong enough to stop the scroll.

We uncovered an overlooked problem: millions of people clean their retainers with abrasive toothpaste, potentially damaging expensive aligners in the process. That insight gave us the foundation for the entire brand. We created the name Mouth Crime and built the positioning around one memorable idea: Justice for Retainers. From there, we developed the visual identity and packaging system, balancing the disruptive personality of the name with the clinical credibility expected from oral care. Every element was designed to make the proposition instantly clear and give the brand a distinctive presence at thumbnail size.

Mouth Crime launched with a 40% conversion rate, significantly outperforming typical category benchmarks. More importantly, we turned a commodity retainer-cleaning product into a brand with an identity and position it could own, giving customers a clear reason to notice it, trust it and choose it. Kalimat pertama di atas adalah sambungan dari gambar sebelumnya, jadi kalau digabung menjadi: "Every element was designed to make the proposition instantly clear and give the brand a distinctive presence at thumbnail size."