ABOUT PROBIORA
ProBiora is an oral probiotic brand built around a different approach to oral care: a healthier mouth starts with a healthier balance of bacteria.
Traditional oral care largely focuses on cleaning, rinsing, masking or eliminating bacteria. ProBiora introduces beneficial bacteria back into the mouth to help support a healthier oral microbiome.
At the center of our brand is ProBiora3, our patented blend of three beneficial bacterial strains originally identified in healthy mouths and specifically selected for the oral environment.
Our products support healthier teeth and gums, fresher breath, whiter teeth and a healthier oral microbiome.
ProBiora has deep roots in science and the dental-professional community. We want that credibility to remain, while creating packaging that feels modern, compelling and relevant to today's consumer.
The science should give the brand credibility, not weigh the design down.
THE OPPORTUNITY
We are developing the next generation of ProBiora products and want a new packaging system around them.
This is not simply a label redesign.
We want a cohesive, dynamic and powerful product family that gives a nod to the ProBiora brand consumers and dental professionals know today while confidently moving the brand in a new direction.
ProBiora sits at the intersection of ORAL CARE + PROBIOTICS + MICROBIOME HEALTH + WELLNESS.
We do not want to look like another generic supplement, toothpaste or pharmaceutical product.
The packaging should feel credible enough for a dental professional to recommend, but approachable and exciting enough to stand out on a retail shelf, Amazon and our website.
We want ProBiora to own a visual territory of its own.
THE 4-PRODUCT STORY
This is one product family, not four unrelated products. Each formula builds on the one before it.
The lineup progresses from everyday oral microbiome maintenance to increasingly advanced formulas that add potency, specialized probiotic strains and additional benefits.
1. PROBIORA DAILY BALANCE
Powered by ProBiora3.
Our daily maintenance product and entry point into the family, supporting healthy teeth and gums, fresh breath and whiter teeth.
Role: EVERYDAY ORAL MICROBIOME SUPPORT
2. PROBIORA PROFESSIONAL STRENGTH
Higher-potency ProBiora3.
Builds on Daily Balance with enhanced oral microbiome support.
Role: ENHANCED ORAL MICROBIOME SUPPORT
3. PROBIORA PROFESSIONAL STRENGTH WITH PLAQUE DEFENSE
ProBiora3 + BLIS M18
Builds on Professional Strength by adding BLIS M18 for advanced plaque defense and enamel health support.
Role: ENHANCED ORAL MICROBIOME SUPPORT + ADVANCED PLAQUE DEFENSE
4. PROBIORA PROFESSIONAL STRENGTH WITH PLAQUE DEFENSE & IMMUNE SUPPORT
ProBiora3 + BLIS M18 + BLIS K12
Our most advanced and complete formula. It adds BLIS K12 for oral and throat immune health support.
Role: COMPLETE ORAL MICROBIOME SUPPORT
THE PRODUCT LADDER
DAILY MAINTENANCE - ProBiora3
HIGHER POTENCY - ProBiora3
ADD PLAQUE DEFENSE - ProBiora3 + BLIS M18
MOST COMPLETE FORMULA - ProBiora3 + BLIS M18 + BLIS K12
Consumers should see the four products together and understand:
ONE BRAND.
FOUR DISTINCT FORMULAS.
INCREASING LEVELS OF SUPPORT.
A CLEAR REASON TO STEP UP THROUGH THE LINEUP.
OUR CURRENT CONCEPTS - IMPORTANT DIRECTION
We are providing current internal packaging concepts that have been reviewed by our leadership team. We believe they are heading in the right direction.
The information being presented, product hierarchy and communication of the increasingly advanced formulas are important parts of the strategy.
BUT WE DO NOT WANT YOU TO SIMPLY COPY THEM.
Understand why the concepts are working, then bring your own design thinking to the challenge.
Important information includes:
ProBiora
Professional Strength
Plaque Defense
Immune Support
ProBiora3
BLIS M18
BLIS K12
Potency and CFU
Core benefits
Dental-professional credibility
The information being communicated is important. The visual execution is open.
Change the hierarchy. Simplify it. Develop a stronger visual language for the strains. Rethink the benefits. Explore typography, color, patterns, icons, scientific cues or an entirely different solution.
Build from the thinking, not simply the execution.
GIVE A NOD TO THE PAST, BUT EMBRACE A NEW DIRECTION
We are not looking to erase ProBiora's history. Existing brand equities may be worth preserving, evolving or reinterpreting, including the ProBiora name, bright color, smile/mouth imagery and our dental/scientific heritage.
However, you are NOT required to preserve our current package layout or visual system.
We want ProBiora evolved, not ProBiora replaced.
Give a nod to where we have been, build upon where we are heading, then take us somewhere new.
CREATIVE DIRECTION
We want the new family to feel:
MODERN
DYNAMIC
POWERFUL
PREMIUM
SCIENTIFICALLY CREDIBLE
APPROACHABLE
DISTINCTIVE
OWNABLE
It should have strong shelf presence and strong digital presence, including at small Amazon/e-commerce thumbnail size.
Most importantly, the four products should look exceptionally strong together.
How you communicate the ladder is up to you. Color, typography, strains, icons, patterns or other graphic devices may play a role.
We would rather see a thoughtful concept with a strong point of view than a safe, generic supplement package.
Take chances while still solving the communication challenge.
PRIMARY PRODUCT TO FULLY DESIGN
Focus your full contest submission on:
PROBIORA PROFESSIONAL STRENGTH WITH PLAQUE DEFENSE & IMMUNE SUPPORT
ProBiora3 + BLIS M18 + BLIS K12
This is our most advanced formula and contains the most information. If your design system works here, we want to see how successfully it scales across the rest of the family.
REQUIRED CONTEST DELIVERABLES
1. BOX - 3D MOCKUP
A polished, realistic carton mockup showing the front and enough of the side to understand the package.
2. BOX - LAYFLAT DESIGN
Show the complete carton design as a layflat/dieline. It does not need to be final production-ready artwork during the contest.
3. BOTTLE - 3D MOCKUP
Show how the design translates to the ProBiora bottle. Bottle and carton should clearly belong together.
4. BOTTLE LABEL - LAYFLAT DESIGN
Show the complete wraparound bottle-label concept, not only the front-facing portion.
5. FOUR-PRODUCT FAMILY VISUALIZATION
Show your design system across:
Daily Balance
Professional Strength
Professional Strength with Plaque Defense
Professional Strength with Plaque Defense & Immune Support
The other three products do NOT need complete layflats during the contest. We need enough visualization to understand how your system ladders across the full family.
A beautiful single package is not enough. We want a cohesive brand architecture.
OLD PACKAGING - STRUCTURAL REFERENCE ONLY
We are also providing OLD ProBiora box and bottle-label artwork.
THE OLD DESIGNS ARE NOT THE DESIRED CREATIVE DIRECTION.
They are provided to show physical packaging, approximate dimensions, dielines/folds, label proportions, panel organization and the amount of information the finished packaging must accommodate.
Use the old files to understand the canvas, not the creative direction.
CONTEST STAGE VS FINAL PRODUCTION
This is a creative design contest, not final prepress.
Do not spend contest time perfecting every Supplement/Nutrition Facts panel, ingredient statement, direction, barcode or legal line.
We are evaluating the creative concept, visual system, hierarchy and family architecture. Final regulatory copy and production specifications can be completed after a direction is selected.
HOW WE WILL JUDGE
We will consider:
- Overall creative idea
- Evolution of the ProBiora brand
- Clear product laddering
- Cohesive four-product family
- Information hierarchy
- Communication of strains and benefits
- Shelf and e-commerce impact
- Scientific credibility
- Consumer and dental-professional appeal
- Originality
Most importantly, show us that you understand the strategy and can bring something new to it rather than simply recreating our current concepts.
WINNER AND FUTURE WORK
This is a $350 guaranteed contest.
The winning designer may be offered additional paid work to refine the selected direction, complete the remaining products and prepare final production-ready packaging.
FINAL NOTE
Our current concepts have pointed us in a direction our leadership team likes. Now we want to see what a talented packaging designer can do with it.
Understand the brand. Understand our oral microbiome story. Understand the product ladder. Understand why ProBiora3, BLIS M18 and BLIS K12 matter. Understand the information our current concepts are trying to communicate.
Then bring us your interpretation.
Do not just decorate our mockup. Do not change things simply to be different. And do not be afraid to take a chance.
Give a nod to where ProBiora has been. Build upon where we are headed. Then show us where ProBiora could go next.
