After

Overview

I kicked off the project by building a mood board that captured the overall energy of the concept — soft PM tones, calming gradients, gentle curves, and that dreamy “wind-down” feeling you get right before sleep. The goal was clear: make a toothpaste brand that feels less clinical and more like a cosy night ritual.

From there, I moved into sketching. Lots of scribbles, lots of loose explorations, and a few promising directions that hinted at transformation, transition, and movement — the essence of what this product does.

Sketches

Moodboarding and process

For the moodboard, I curated a palette that instantly evokes the feeling of winding down — soft blues, muted purples, warm neutrals, and those dreamy gradients that mimic dusk settling in. The visuals leaned into calm, cosy, and slightly whimsical energy: cloud-like textures, slow-flowing forms, gentle curves, and objects that signal “PM mode activated.”

I also pulled references from wellness brands, sleep-related rituals, and FMCG packaging cues to anchor the concept in something both familiar and refreshing. Everything on the board was chosen to communicate one core idea: brushing at night shouldn’t feel like a chore — it should feel like a transition into rest.

Logo Breakdown

The final logo grew directly out of that idea. “After” became the core wordmark, shaped around the concept of shifting. The “A” sits in its regular form, paired with a superscript element that’s styled in italic. That superscript isn’t just a stylistic flourish — it symbolises the transition from day to night, from awake to winding down, from routine to relaxation. Superscripts in typography generally signal a change, an uplift, a shift — exactly what this toothpaste promises after you use it.

So the logo isn’t just a name; it’s a tiny visual story about transformation. Brush → unwind → shift → sleep. A subtle, clever nod that ties the brand’s purpose directly into its identity.