A whimsical campaign and CPG system for Tend’s gentler, daily clean.

Tend reimagines dental care as an experience that can delight the senses and inspire a new mode of smarter, kinder, oral wellness. This project involved establishing a visual framework and expanded style guide for Tend to accompany their growing line of consumer packaged goods. Building upon the existing brand persona and style guide, the teams worked to scale and flex these elements into a broader library of assets that could be used across campaigns and in e-commerce contexts, all still rooted in Tend’s strategic ethos. A set of whimsical illustrations and renderings joyfully convey the hardworking yet soothing quality of Tend’s brushes, floss, and mouth rinse.