oh care

all care for family

Clients: General Biologicals Corporation

Industry: Health Care

Services: Market Research / Brand Strategy / Visual Identity / Packaging Design

From Manufacturing Giant to Family Care

With over 30 years of expertise in bio-detection, GBC sought to expand from B2B manufacturing to the consumer market. Initially requested as a visual update, Thinkways identified a fragmentation issue in their multi-brand approach. We pivoted the strategy to a “Single Brand” architecture, consolidating diverse product lines under one umbrella. This transformation shifted the corporate mindset from manufacturing-centric to consumer-centric, establishing a cohesive family care brand rooted in preventive medicine.

2017 iF Design Award - Brand & Communication

Brand Concept

The Gentlest Antibacterial Expert

To make the exclusive “P113+ antimicrobial peptide” accessible to consumers, we positioned the brand as “The Gentlest Antibacterial Expert.” The name oh care was derived from the homophone “all care for family,” while also honoring Dr. Oppenheim, the discoverer of P113+. This strategy turned a complex biotech ingredient into a clear, emotional promise of safety and gentle protection for the entire household.

Logo Design & Package Design

Personifying the Brand: Balancing Logic with Emotion

The visual identity ingeniously transforms the letters “oh” into a smiling face with glasses, introducing the persona of Dr. O—a friendly, professional educator. The color palette anchors on deep blue and white to convey medical credibility, softened by light gray accents. The packaging system utilizes Dr. O’s changing “hairstyle” and distinct color codes to differentiate product lines, ensuring a unified yet flexible shelf presence that balances professional authority with everyday warmth.

Product Line Logo & Packaging

“JUNIOR” Growth Series for Ages 4+, Building Confidence Through Playful Interaction

The JUNIOR Growth Series extends the brand’s design language, translating professional oral care into everyday experiences that children can easily understand and actively engage with. While retaining the brand’s signature smile curve and star motif, the series logo is refined through adjusted proportions and line weights to express a “little grown-up” character balancing playfulness with a sense of maturity. The packaging system centers on character-driven interaction, with the color-changing mouthwash featuring a chameleon as its key visual icon. Through visible color transformation before and after rinsing, cleaning results are made intuitive and engaging, maintaining brand consistency while encouraging children to develop proper oral care habits with confidence.

Brand Forward

The launch of oh care marked a successful transition for GBC into the consumer lifestyle sector. By designing the website as an educational hub for preventive medicine rather than just a sales channel, the brand built deep trust with parents. This project proves that advanced technology can be translated into a warm, trusted daily companion through strategic branding.

“Trust is earned when strategy transforms cold science into a warm smile, making advanced protection an approachable part of daily life.”

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