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

Branding

Business Design

Communication Design

Experience Design

Packaging Design

UI/UX Design

{ 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.

{ Creative Challenge }

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

01
Enzim Singapore needed to stand out in an oral care market dominated by big brands and chemical-heavy formulas.
02
The challenge was to shift consumer mindsets towards enzyme-based toothpaste and the benefits of preserving oral microbiome health.
03
Many consumers equated foaming with effectiveness, making it harder to introduce a gentler yet highly effective formula.
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

Developed a brand narrative that makes enzyme-based oral care science accessible and compelling for Singaporean consumers.
Redesigned packaging and communication to highlight SLS-free formula, halal certification, and active protein ingredients.
Created educational content to raise awareness about the dangers of harsh chemicals and the importance of oral microbiome health.
Executed targeted marketing campaigns across digital channels and on-ground activations to drive awareness and trial.

{ THE DIFFERENCE }

{ 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.

{ 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.

{ 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.

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.

Kimming Yap

Managing Director, Creativeans

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Elevating Oral Wellness with Enzim Singapore Toothpaste with Enzyme-Based Innovation
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Positioning Enzim Singapore with a clear, science-backed promise centred on restoring the mouth’s natural defence system.

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

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

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

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

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

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

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

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

Our Featured Work

Dalezz

Singapore’s First Glueless Angbao Design with Augmented Reality

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Dalezz

Singapore’s First Glueless Angbao Design with Augmented Reality

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Your Brand Might Look Fine. But Is It Working?

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

Your Brand Might Look Fine.
But Is It Working?