Dent has its origins in sugar-free pastilles. However, Dent needed to develop its brand. Since repositioning in 2008, Dent has experienced strong growth and gained a younger and more relevant position.

With Dent Oi... the Brynild Group wants to further strengthen Dent’s market position. The aim was to offer an innovative alternative to sweets for a younger target group. The pastilles are large, soft and sugar-free with a crystalline coating. The product has been extremely successful.

 OI... what a successful name

The name of this product emphasises the greatest advantage of the product in an amusing way. The name Oi... så store is extremely graphic and visual. The choice of colour and the hand-drawn logo with the product as the dot on the “i” is a smart and playful design that dramatises the product’s advantages.

This product not only marks Dent’s move from small to large pastilles but also from boxes to flexible bags. The metallic film on the packaging is functional as it can be opened and closed when needed. The product is found on shelves containing many other products and has found its own low-key way to shout for attention.

Company: Brynild Gruppen (BG)

Project group company: Torunn Mjølner Akselsen, Senior Product Manager, Brynildgruppen - Flemming Formoe, Marketing Manager, Brynildgruppen - Kristin Trollerud, Marketing Director, Brynildgruppen - Kristin Tangen, Product Developer, Brynildgruppen - Nils Olav Jørgensen, Product Development Manager, Brynildgruppen

Design: Strømme Throndsen Design

Project group design company: Linda Gundersen, Graphic Designer, Strømme Throndsen Design - Morten Throndsen, Creative Manager, Strømme Throndsen Design - Camilla Beck Sætre, Strategic advisor, Strømme Throndsen Design


Award / year: Award for Design Excellence - 2011

Category: Packaging design