/ Client
LuvLine
LuvLine
A floss people actually love.
LuvLine is a soft, PFAS-free dental floss with a heart in its name, and a deeply personal story behind it. It was built to feel as warm and human as the everyday ritual it lives in, not another clinical drugstore product.
We shaped the whole front of the brand: the logo and its heart mark, the packaging system, and the short-form video that turns a smile into a sale.
The mark is the name with its guard down. A clean, friendly wordmark that ties off into a looping heart where a flosser pinches the thread. It carries the promise in a single gesture: caring for your teeth, and a little love behind every box.
The story
LuvLine exists to honor Dr. Benjamin Harouni, a dentist whose life was taken in an act of violence while caring for his patients. The brand carries his work forward the way he practiced it: the belief that a healthy, confident smile is an act of care. A dollar from every box goes to Hearts Over Hate. Every design choice we made had to live up to that: warm, hopeful, and worthy of his name.
The packaging
The packaging makes the flavor the whole identity. Each variety gets its own gradient: warm orange-to-amber for Orange Cinnamon, cool green-to-purple for Mint Eucalyptus, all wrapped around one layout. The flavor up top, the heart wordmark dead center, the details below. Same system, two moods.
Right down to the side panels: Giving Back, Dentist Designed, Premium SoftFloss. Every face carries the same three promises, so the brand holds together from the shelf to the bathroom counter.
The content
We didn’t stop at the box. We directed and produced the short-form video the brand runs on, built to stop the scroll, show the product in real hands, and let real customers do the selling.
The result
One warm, unmistakable identity, from the heart in the logo to the orange on the shelf to the videos in the feed. A floss brand with a cause at its core, and a face people are happy to share.
