Ideas, Art & Technology™
Designed in NYC. Built in Claude Code.
Revitin

Revitin

Revitin is the world’s first prebiotic toothpaste, founded by NYC dentist Dr. Gerry Curotola to nourish, not sterilize, the oral microbiome.

We rebranded and relaunched the company, turning a science-backed formula into a beautiful, elevated oral care brand for a new generation.

A close up shot of the Revitin brand packaging.

Toothpaste hasn’t changed in over 60 years. Most still rely on harsh chemicals that kill the very microbes our mouths need.

Revitin had already built a loyal following around a microbiome-friendly formula, but its branding still looked clinical, cold, and overly “Swiss medical.” The challenge was to evolve it into something natural, premium, and trustworthy without losing its scientific roots.

Revitin's before and after: from sterile to symbiotic.

Revitin’s formula reads like a recipe for health: tangerine, vitamin C, seaweed, cranberry seed oil, sea buckthorn, and vanilla.

We saw an opportunity to visualize those ingredients and bring warmth and life to the brand. By blending art, science, and tactility, we turned brushing into a sensory ritual, something you’d actually look forward to.

The designer matched her selected brand colors with each of the hand-drawn illustrations.
Our designer, Sarah Bachman, hand illustrated with pencil each of the main ingredients in Revitin.
We shot real fruit and vegetables to show the real fruit and vegetables used in Revitin's toothpaste.

We partnered with artist and illustrator Sarah Bachman to bring the new identity to life.

A system that feels human, scientific, and alive.

The typography selection that won Revitin a TypeWolf 'Site of the Day' award.

Typography: Rizza Light for elegance and softness, paired with Basis Grotesque for clarity and balance.

Palette: Greens, oranges, creams, and browns pulled from the ingredients themselves.

Logo: Minimal, confident, and timeless.

Translating the hand-drawn colors into warm, digital Hex codes.
The slightly modified Basic Grotesque font, Rza Light felt understated and perfect for the wordmark.
We pored over historical still-life photography back to Irving Penn to set up the art direction for Revitin.

Each silver aluminum tube features a custom-colored cap to match its flavor. Boxes are printed on uncoated paper with embossing that highlights the illustrated ingredient bundles.

Packaging often takes many revisions to get right, but when you do get it right, it feels spectacular.
We spend hours and hours poring over each detail; color, placement, application technique, etc.
Hand-drawn to digitally integrated, the brand elements exude fresh.
Then seeing the graphical elements printed and packaged is always incredibly rewarding.

Every tactile detail: paper texture, emboss, and cap tone reinforces the natural integrity of the formula inside.

No nonsense, clean, beautiful photography has been a hallmark for this era of Revitin.
The finalized dielines for the Revitin toothpaste packaging.

In partnership with honey.dev, we redesigned the digital experience:

Circular and curved UI elements that feel organic and approachable.

Fast, mobile-first checkout with subscriptions, bundles, and travel kits.

Ingredient education hub explaining calcium carbonate, vitamins, and sea buckthorn.

Irving Penn-inspired photography paired with warm lifestyle imagery.

An elevated, functional, and friendly e-commerce experience built to grow.

Sarah and the team continue to do a fantastic job of ensuring the still lifes ...have life. Each shoot is creative, considered, and curated.
The Revitin website features a blend of illustrations and soft, gentle UI in an easy-to-navigate, user-friendly ecomm site design.
The brand's warm hues translated throughout the art direction and photography, from people to product.
The product photography also captures the 'freshness' of what it feels like to brush with their unique prebiotic formula.
The consistency of color and patterns showcases an attention-to-detail in line with the quality that goes into the brand's product.

Since launch, Revitin has seen 5× revenue growth and built a full team through the Little Plains network, from performance marketers to e-commerce operators.

Dr. Gerry’s son Grant Curotola now leads operations, while Nick Kaplan’s team drives product and digital growth. More oral care innovations are already in development.

Revitin's founder, Dr. Gerry Curatola.
From boxing to bristles, Revitin is an immaculately considered end-to-end brand exuding excellence across every touchpoint.

Revitin is redefining oral health, not by sterilizing the mouth, but by helping it thrive.

Revitin
NYC10:57 PM