Brand Transformation for Businesses Growing Across Asia • Get Up to $100K EDGE Grant Support for International Branding. Learn More • For packaging design for overseas markets, see our DTDi page.

Creativeans C LogoCreativeans

Elevating Oral Wellness with Enzim Singapore Toothpaste
with Enzyme-Based Innovation

ENZIM

{ Project Overview }

Building a health-conscious oral care brand that brings safe, science-backed everyday protection to Singaporean consumers.

Enzim Singapore is a premium oral care brand distributed by Cipta Mata Group, offering enzyme-based toothpastes formulated without harsh ingredients such as SLS. Originally developed in Indonesia and trusted by millions across Asia, Enzim is powered by active proteins that support the mouth’s natural defence system, making it a gentle yet effective solution for daily oral care. Its product proposition is rooted in safety, performance, and everyday usability, appealing to consumers who are increasingly mindful of what goes into the products they use.

With Cipta Mata Group’s expertise in brand integration and marketing, Enzim was strategically introduced to the Singapore market with a clear focus on health-conscious consumers seeking a safer and more ethical oral care alternative. Through thoughtful messaging, scientific education, and consumer-focused branding, Enzim Singapore positions itself as a trusted brand that not only delivers functional benefits, but also encourages better oral health habits across generations.

Educating consumers to embrace a science-backed, SLS-free alternative in a saturated market

{ Creative Challenge }

Educating consumers to embrace a science-backed, SLS-free alternative in a saturated market
  1. 01

    Enzim Singapore needed to stand out in an oral care market dominated by big brands and chemical-heavy formulas.

  2. 02

    The challenge was to shift consumer mindsets towards enzyme-based toothpaste and the benefits of preserving oral microbiome health.

  3. 03

    Many consumers equated foaming with effectiveness, making it harder to introduce a gentler yet highly effective formula.

  4. 04

    The goal was to position Enzim as innovative and safe, scientifically advanced yet familiar.

{ The Solution }

Boosted brand awareness, sales, and conversion through strategic branding and education

  1. Developed a brand narrative that makes enzyme-based oral care science accessible and compelling for Singaporean consumers.

  2. Redesigned packaging and communication to highlight SLS-free formula, halal certification, and active protein ingredients.

  3. Created educational content to raise awareness about the dangers of harsh chemicals and the importance of oral microbiome health.

  4. Executed targeted marketing campaigns across digital channels and on-ground activations to drive awareness and trial.

An overhead view of a person holding a light blue basket filled with Enzim toothpaste boxes and garments.

{ THE DIFFERENCE }

Desktop monitor displaying the Enzim toothpaste website homepage, featuring a blue promotional banner for "Fresh Mint & Classic Mild" with images of two toothpaste tubes, a smiling woman pointing to her mouth, and the Enzim logo.
ENZIM after
{ BEFORE }{ AFTER }

{ Brand Positioning }

Positioning Enzim Singapore with a clear, science-backed promise centred on restoring the mouth’s natural defence system.

We strategically positioned Enzim Singapore with a clear and credible message that communicates its unique value: Restore Your Natural Oral Defence. This positioning reflects a more thoughtful approach to oral care, differentiating Enzim from conventional toothpastes that often rely on harsh chemicals, strong foaming agents, and abrasive ingredients. Instead, Enzim focuses on protecting and strengthening the mouth’s natural ecosystem through enzyme-based innovation, offering a gentler yet equally effective solution for daily use.

By highlighting its SLS-free formulation, food-grade ingredients, halal certification, and scientifically backed active proteins, the brand was shaped to resonate with increasingly health-conscious consumers seeking safer and more trustworthy alternatives. This rebranding effort reinforces Enzim’s role as a modern oral care solution that is suitable for all ages, trusted by millions across Asia, and designed to meet the evolving needs of Singapore’s diverse and informed population.

{ Brand Identity }

A brand identity shaped by clarity, softness, and scientific integrity to make enzyme-based oral care both trusted and approachable.

The brand identity for Enzim Singapore is rooted in clarity, softness, and scientific credibility, reflecting the brand’s core values of safety, innovation, and natural oral protection. Drawing inspiration from the fluid nature of saliva and the microscopic structure of enzymes, the visual language uses clean, rounded forms and soft gradients to communicate gentleness, care, and modernity. This creates an identity that feels fresh and clinical, while remaining warm enough to connect with everyday consumers.

A clean, clinical colour palette reinforces the brand’s science-backed credibility, while icons and illustrations inspired by molecular biology highlight the advanced enzymatic system behind the product. Typography is kept minimal, legible, and approachable to ensure clear communication across all touchpoints. Altogether, the identity balances medical-grade trust with everyday accessibility, making enzyme-based oral care feel both desirable and easy to understand.

A hanging indoor poster advertisement featuring two laughing older women sharing a meal, with text reading "Age is not a barrier to celebrating life, friendship and a good meal."
Typography guide showing Epilogue Bold for headers and sub-headers, and Archivo Regular for body text.
Custom alphabet lettering displayed in a flowing, script-style font on a peach background.
Brand color palette swatches including light blue, peach, coral red, yellow, pink, and dark navy.
An overhead view of a person holding a light blue basket filled with Enzim toothpaste boxes and garments.
A smiling young man and woman posing together while holding tubes of Enzim toothpaste against a confetti-filled backdrop.

{ Brand Touchpoints }

Designing cohesive brand touchpoints that educate, reassure, and build trust across every stage of the customer journey.

Enzim Singapore’s brand touchpoints are designed to deliver a consistent, trustworthy, and educational experience across both digital and physical environments. From its clean and informative website to in-store packaging and retail displays, every touchpoint is carefully crafted to reinforce the brand’s promise of safe, enzyme-based oral care. The overall experience is designed not only to present the product clearly, but also to help consumers understand what makes Enzim different in a crowded oral care market.

Social media, promotional materials, and educational assets work together to communicate the benefits of SLS-free toothpaste, food-grade ingredients, halal certification, and Enzim’s active proteins that support the mouth’s natural defence system. Even post-purchase touchpoints, such as after-sales support and informational leaflets, are shaped to build reassurance, confidence, and long-term loyalty. Across every interaction, Enzim maintains a cohesive identity that prioritises clarity, care, and consumer well-being.

An outdoor light box poster advertisement for Enzim Fresh Mint toothpaste featuring a smiling woman holding a toothbrush and a tube of toothpaste against a light blue background.
A smartphone displaying a social media shopping post alongside two posts for Enzim toothpaste.
A desktop computer monitor displaying the Enzim e-commerce website homepage with the headline "Toothpastes That Restore Your Natural Oral Defence."
An open light blue gift box filled with confetti and multiple Enzim toothpaste tubes and boxes.
A smiling woman blowing into a party horn while holding a tube of Enzim toothpaste against a teal background.
Multiple Enzim toothpaste boxes neatly arranged in a diagonal pattern on a teal surface.
A countertop display stand showcasing various Enzim toothpaste products, tubes, and informational cards in a dental or retail setting.

{ Brand Rollout }

A comprehensive brand rollout framework ensures Enzim Singapore is expressed consistently, credibly, and cohesively across every channel.

The Enzim Singapore brand rollout is anchored by a comprehensive brand guideline that supports consistent application across all consumer and trade touchpoints. Serving as an essential implementation tool, the brand manual provides clear direction on logo usage, colour palettes, typography, visual assets, and tone of voice, ensuring that every expression of the brand aligns with its core values of safety, innovation, and natural oral defence.

As Enzim expands across new retail spaces, digital platforms, and healthcare-related channels in Singapore, the guideline acts as a shared reference for both internal teams and external partners. By maintaining these standards across every execution, the brand is able to build stronger recognition, reinforce consumer trust, and create a more unified presence that supports long-term growth in a competitive oral care landscape.

A flat lay showcasing various promotional cards, product packaging, and brochures for Enzim oral care products featuring soft pastel backgrounds, the Enzim logo, and playful 3D ribbon elements.

Enzim’s brand transformation is a testament to the power of purposeful design and strategic storytelling. By harnessing the science of enzyme-based oral care and translating it into a clear, approachable brand narrative, we’ve helped position Enzim as a trusted and innovative choice in Singapore’s competitive oral care market. This journey not only elevates Enzim’s presence but also empowers consumers to make safer, more informed choices for their oral health.

A three-dimensional, metallic letter "C" rendered in a dark glass or chrome material that reflects a vibrant, iridescent gradient of rainbow colors along its curved edges.
Kimming Yap
Managing Director, Creativeans

Our Featured Work

PIGEON

Packaging Design

IRYASA

Communication DesignPackaging Design

CARDINAL HEALTH

Communication DesignPackaging Design
View All Projects