2018 New York Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio & best start-up, plus over 40 specialist categories

accelerate transformation, celebrate courage, growing demand for design

Photo Credit : Nick Thompson (models)




Project Overview

BURST is a challenger brand in the staid, and often overpriced, oral care industry. It’s premium quality sonic tooth brush and regular replacement heads are available direct to consumers on subscription – guaranteeing both a low price and a seamless customer experience. Although BURST is primarily an online brand, products are delivered via custom packaging – designed to minimise costs whilst providing a fully branded end-to-end customer experience. Our work as brand partners includes every aspect of BURST’s communications: including an e-commerce website, targeted customer emails, social media campaigns, advertising and product animations.

Project Commissioner

Burst Oral Care

Project Creator

ico Design Partners


The core team comprises:
Amaia Alcalde Account Director
Russell Holmes Strategy Director
Vivek Bhatia Creative Director
Liam Weyell Senior Designer
Kwong Li Senior Designer
Jenelle Law Designer
Caitlin Lister Project Manager

Project Brief

Our client came to us with a great brush and the name BURST. We collaborated with him in creating a robust brand and customer experience to disrupt a market dominated by multi-nationals and overpriced products.

Project Innovation/Need

We positioned BURST as a lifestyle brand to speak to a new type of consumer, one that was credible and trusted but broke the conventions of stereotypical oral care brands and communications. The brand has an irreverent and playful attitude that is underpinned by a strong purpose – to make the finest oral care accessible to everyone (whilst making them smile). This is communicated through an irreverent tone of voice and a striking photographic art direction.

Design Challenge

Creating the brand for a subscription service required a thorough knowledge of the customer journey and an understanding of their motivations at each point. From creating an e-commerce site that engaged and educated, through to bespoke letterbox sized packaging, every aspect of the customer experience was considered for a seamless service and memorable brand personality. The result is a brand that rapidly engaged customers whilst communicating both its high quality and affordable price.


BURST engaged multiple audiences including dental professionals (hygienists) to recommended the brush as well as direct to consumer. In the first year BURST has captured over 4% of the US dental hygienists as advocates, has an 8% e-commerce conversion rate (average is 2%) and a 98% subscriber retention rate.

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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