Building a Health-Conscious Oral Care Brand for Singaporean Consumers
Enzim Singapore is a premium oral care brand distributed by Cipta Mata Group, offering enzyme-based toothpastes free from harmful ingredients like SLS. Developed in Indonesia and trusted by millions across Asia, Enzim toothpastes are powered by active proteins that support the mouth’s natural defence system. With Cipta Mata’s expertise in brand integration and marketing, the Enzim brand was strategically introduced to Singapore, positioning it as a safe, ethical, and effective solution for everyday oral care. Through clear messaging, scientific education, and consumer-focused branding, Enzim Singapore is reshaping oral health habits by offering a gentle yet powerful alternative trusted across generations.
THE CREATIVE CHALLENGE
In a saturated oral care market dominated by big-name brands and chemical-heavy formulas, Enzim Singapore faced the challenge of educating consumers on the benefits of enzyme-based, SLS-free toothpaste. The task was not only to introduce a new brand, but to shift mindsets, raising awareness about the dangers of common toothpaste ingredients while promoting a gentler, science-backed alternative. Enzim needed to build trust in a category where foaming equals “effective” in the minds of many, all while competing with longstanding habits, limited shelf space, and a lack of consumer understanding about oral microbiome health. The challenge lay in positioning Enzim as both innovative and safe, scientifically advanced yet familiar, redefining what it means to truly care for your mouth.
THE SOLUTION
To address the challenges of introducing a new oral care paradigm in a crowded and chemically driven market, we implemented a comprehensive brand localisation and education strategy for Enzim Singapore. First, we crafted a brand narrative that highlights the science behind enzyme-based oral care in a way that’s accessible and compelling to Singaporean consumers, focusing on safety, efficacy, and the importance of preserving the oral microbiome. Next, we redesigned packaging and communication materials to emphasise Enzim’s SLS-free formula, halal certification, and active protein ingredients, reassuring health-conscious consumers of its trustworthiness. Finally, we launched targeted marketing initiatives across digital platforms and on-ground activations to drive awareness and trial, while leveraging Cipta Mata Group’s distribution expertise to ensure Enzim is available in key retail and healthcare channels. These efforts collectively establish Enzim as a credible, gentle, and forward-thinking oral care choice for Singapore’s diverse population.
BRAND POSITIONING
BRAND IDENTITY
BRAND TOUCHPOINTS
Enzim Singapore’s brand touchpoints are designed to deliver a consistent, trustworthy, and educational experience across every stage of the customer journey. From its clean and informative website to in-store packaging, every detail reinforces the brand’s promise of safe, enzyme-based oral care. Social media channels are used not just for promotion, but to educate consumers on the benefits of SLS-free toothpaste and the science behind Enzim’s active proteins. Retail displays and promotional materials highlight key features like halal certification, food-grade ingredients, and natural oral defence. Even post-purchase interactions, such as after-sales support and educational leaflets, are crafted to build confidence and loyalty. Across physical and digital environments, Enzim maintains a cohesive identity that prioritises clarity, care, and consumer well-being.
BRAND ROLLOUT
The Enzim Singapore brand rollout is anchored by a comprehensive brand guideline that ensures consistent application across all consumer and trade touchpoints. This brand manual provides clear direction on logo usage, colour palettes, typography, visual assets, and tone of voice—aligning every expression of the brand with its core values of safety, innovation, and natural oral defence. As Enzim enters new retail spaces, digital platforms, and healthcare channels in Singapore, the guide serves as a key reference for both internal teams and external partners, enabling cohesive brand communication at every level. By upholding these standards, Enzim builds stronger brand recognition, reinforces consumer trust, and paves the way for sustainable growth in a competitive oral care landscape.
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.
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
"Brands that don’t evolve will disappear. In today’s changing world, what matters is how clearly your brand is positioned and how deeply it connects with the people who matter. If you’re ready to be different and want to build a brand that matters, work with us."
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