Matter of Design: Nudent

by Cindy Julia Tobing
31st October 2024
The mundane routine of brushing teeth is made fun again with Nudent’s toothbrush, whose design is as pleasing to the eye as it is gentle on the mouth. A Matter of Design is an article series by MANUAL where we call attention to memorable branding and design of lifestyle establishments in the city.

A stroll through the dental care aisle at Olive Young, South Korea’s largest beauty store, was all it took to leave Vinalia Ghozali in awe. From playful shapes to vibrant colours, the toothbrush collection there made one thing clear—oral care can be fun. “If you compare it to the oral care section here in [Indonesia], it’s just rows of basic toothbrush shapes. We wanted to create something practical but also easy on the eyes,” she explained.

Enter Nudent, a recently launched oral care brand that Vina co-founded. For her, it all started with a simple question: When was the last time brushing your teeth felt exciting? Nudent arrives from this initial thought of making a mundane routine into a fun and meaningful self-care ritual that one can look forward to, grounded by the belief that oral health is the gateway to one’s overall bodily health.

Designed in consultation with a Korean dental surgeon, the Nudent toothbrush comes equipped with a 2.5cm brush head and 4,900 soft bristles, densely packed through the 43-edge hole technology. “According to our research, flat-trimmed soft bristles work best for sensitive teeth and gums, helping to prevent irritation,” Vina explained. “Nudent’s smaller brush head is also tailored to fit the jaw structure of Asians, making it easier to reach all areas of the mouth, especially the sides of the molars.”

As for the polypropylene handle designed with a sunken curve, it’s a design choice reasoned for users to brush more gently, while the clear hook-cap case storing the toothbrush doubles as reusable packaging, designed to be travel-ready that can last for three months—just like every toothbrush should. “Many of us brush too forcefully, which actually harms our teeth and gums. With the curved design, the grip is easier to control, so you won’t exert too much pressure when brushing.”

These features are further wrapped in “fun” and “eye-catching” colours—two keywords that stapled their design approach. Currently, they come in aquamarine, which stands for a more calm and laid-back attitude; charcoal, representing the solid, no-nonsense persona; coral, for fiery passionate energy; and fluorine, for the cheerful, carefree spirits. Their branding, executed by SGH Creative, is an extension of this playful image, as further explored through their logo typography that uses rounded fonts with softer edges, as well as their Instagram page that follows the same colour pattern of their toothbrushes.

This is how Vinalia imagines fun and functionality to go hand in hand, ultimately transforming the way users enjoy even something as mundane as a toothbrush, all while ensuring effective results. “We’re already planning to develop toothpaste and dental floss products to complete the experience,” shared Vina. “Because our goal is to raise awareness about oral hygiene overall—who knows, maybe one day carrying a toothbrush everywhere will become the norm here.”