Dent Oi! is a range of extra large, soft and sugar-free pastilles. These are a Norwegian favourite and available in a variety of ﬂavours. We worked to help launch the brand through the creation of a distinctive and expressive packaging design and visual identity. Our award-winning design focused on the unusually large size of the pastilles and their full-ﬂavour.
We conveyed these unique qualities using a bold sans-serif typography with large and playfully placed photography of the pastilles, bursts of illustrative ﬂourishes and a bright but natural colour palette. These give the brand a juicy appeal and functions to divide the range. After a successful launch in 2010, Dent Oi! quickly became one of the most popular sugar-free pastilles on the market amongst young adults.