Dong-A Pharmaceutical's Garglin is the first mouthwash product in South Korea, maintaining its market leadership with a 55% market share. With the recent market growth, Garglin has seen a significant increase in sales. However, visible growth from competing brands and the active entry of new brands pose significant threats. While Garglin has a history of over 30 years, characterized by familiarity, trust, and loyalty, its outdated image presented limitations in defending against strong and youthful images projected by global brands entering the market. As the user base of mouthwash expands to include younger generations, a need arose for a communication strategy that would improve the brand's image to resonate with this audience.

To address this challenge, BrandSmith proposed the brand essence of 'Soft Perfection for Oral Health' for Garglin. Defining the values of softness, diversity, sophistication, expertise, trust, and confidence that Garglin aspires to, BrandSmith developed a strategic design approach. The design aimed to maximize shelf presence and appeal consistently across a range of specialized products, incorporating vibrant color schemes for a lively presentation, clear information delivery through icons, and a systematic label design that accounts for future product lineup expansion. Additionally, BrandSmith introduced an innovative idea of shaping the packaging like teeth and gums to visually highlight Gagreen as an oral care product, particularly amidst the diluted market presence of similar 'me too' products.