Wedge’s Cocolab rebrand brings joy and dopamine to dental care

When Cocofloss launched in 2015, it carved out a peculiar niche: dental floss people actually got excited about. Founded by two sisters – Dr Chrystle Cu, a dentist, and Cat Cu, an artist – the brand’s textured, ‘loofah-like’ floss in flavours like confetti cake and chocolate quickly earned a cult following that extended to Gwyneth Paltrow’s goop and various beauty editors. But the founders’ ambition stretched beyond a single hero product, no matter how beloved. The challenge wasn’t just expanding the product line. It was evolving Cocofloss into Cocolab – a complete oral care brand that could support an entire range whilst maintaining the cachet that made it special in the first place. Montreal and LA-based brand and design studio Wedge, co-founded by Design Director Justin Lortie and Creative Director Sarah Di Domenico, was brought in to orchestrate this transformation. “Cocolab was founded by a dentist and an artist who believe oral care and prevention starts with joy, not dread,” Di Domenico explains. “Working together, the vision became to build a world where joy crashes routine.” During an early workshop, the design challenge crystallised: create oral care products worthy of the MoMA store. This alignment between elevated design ambition and inherent playfulness set the course for everything that followed. The resulting positioning – Your daily hit of dental dopamine – puts pleasure on equal footing with efficacy. It’s a bold stance in a category dominated by clinical claims and minty freshness. Rather than leading with dentist-designed credibility, Cocolab leads with feeling, trusting that the joy of the experience will drive the routine, and the routine will deliver the results. This ethos permeates the visual system. Where traditional oral care brands favour sterile whites and predictable blues, Cocolab embraces a vibrant, saturated palette that mirrors the brand’s adventurous flavours. Lychee and pineapple toothpaste. Floss in cara cara orange and chocolate. “The strategic role of colour is to deliver the emotion of enjoyment for oral care,” Di Domenico notes. “Shifting from a routine you ‘have to do,’ to one that makes you feel damn good.”