After success with their professional teeth whitening line smilepen, International Brands saw the opportunity to enter the market with a more affordable, playful brand: pop. Using a design language inspired by colours, starlike shapes and stickers, and a modern grotesque typography system, the identity was rolled out across multiple platforms while maintaining maximum consistency. On launch, the new brand was welcomed with enthusiasm by multiple retailers and distributers. Sales were boosted and the team was able to gain dozens of new accounts, including an expansion into Canada, South-Africa and the Middle East.