EDIT: We need to be modern and wow - not sciency. Ideally no pictures of teeth, gums etc that you normally see on products.
Mouth Bosh is set to be a new brand of oral care products - mouthwash, toothpaste, toothpaste, breath spray etc.
It is intended for the daily user and targeting people who like the idea of mouthwash but are not very engaged with any of the scientific brands that are out there (e.g. Listerine, Colgate etc).
The idea is that we want to be a modern, simple and youthful brand in the space. Eye-catching logo, packaging and simplicity in our nature. At the same time we don't want to look cheap - it is all about getting the balance of colour and quality right. When we say youthful - I want to stress, we don't mean childish! This is targeted at 16 - 45 year olds, with a slight skew towards men.
Please see Hello Products as inspiration: http://www.hello-products.com/
We want to be a little less colourful than that - but you get the idea.