Rebranding Closeup.
This is my B-Side, a space where I share side projects and discoveries that inspire me — between creativity, design, and more.
Re-branding
Closeup
Company:
Mullenlowe
Year:
2025
Country:
Singapore
0.0
Intro
White coats, dentist and blegh
That type of oral care is sooooooooooo yesterday.
Since our launch in 1967, innovation was baked into our DNA. We pioneered gels when everyone else was talking pastes, changing the conversation from cavities to connection.
It’s the same type of e n e r g y we infuse into everything
Our mission here is simple: Make Oral Care Cool
0.0
Logo Style
There are 3 types of closeup logo finishing.
1) Simulated Silver. Used for digital assets and on pack designs.
2a) Solid Colour White. Used for print assets.
2b) Solid Colour Black. Used only for 1C colour print and in toothbrush (Marco Polo) key visuals when white is illegible. Preference will always be the white logo.
3) Without Keyline. Used for single colour assets and finer prints.
2.0
Colours
Our signature colours are the heart and soul of the brand. This is the base. In situations that call for it, use the ultramarin in place of black. Because black = big boo. By colours are softened without sacrificing its POP.
These complementary colors are created to help our signature color products stand out and give a fresh, contemporary effect.
Every great colour palette needs a good wingman.
Accent colours are a great way to support our visuals and say TTYL to RGB.
3.0
Typeface
4.0
Graphics elements & Illustrations.
Our graphics are big fans of the closeup philosophy: clean, neat and fresh. These vector style graphics can be used as embellishments and accents in static and animated forms across media assets.
5.0
Layout
In this closeup world, there’s a place for everyone and everything.
To ensure cohesion without the chaos, we’ve created a grid where copy, visuals and accents can co-exist in perfect, modular harmony.
5.0
Key Visual
Presented in this section of the brand book may be used as a guide for layout for accurate adaptation work.
Do not change any of the layouts presented in the key visuals should you be using them as a template.
