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“We asked ourselves, aside from the desire for clean teeth and fresh breath, what other benefits could a new challenger brand bring?” Anthem Benelux’s design director Sara Jones commented. The result was ‘Minted’ - a contemporary lifestyle conceptual brand of herbal toothpaste with accents of select botanicals. The products provide premium teeth cleaning and care as well as fresh breath using natural flavourings and colour codes.

"The design of the crimp structure at the top of pack to represent a mint leaf is unique, iconic and a valuable own able brand asset – elevating the ordinary into something special," Sara Jones remarked. "‘Minted’ is designed for the home, not just the supermarket shelf – a lifestyle concept brand to be proudly displayed in your bathroom."