When Rubicon Consumer Healthcare created Tazmint, the ambition wasn’t just to launch a mouth freshener— it was to create a new category altogether. A revolutionary, chewable tablet designed to cleanse teeth and freshen breath without a single drop of water. But with every innovation comes the larger challenge: how do you position a product that doesn’t fit into any known habit? Is it a mint? Is it a mouthwash? Or is it something entirely new? To answer this, we immersed ourselves in the world of our core consumer—the young, restless, on-the-go millennial and Gen Z, always chasing the next meeting, the next moment, the next impression. What we uncovered wasn’t just a need for freshness. It was a deep, unspoken anxiety—about unnoticed oral malodor, leftover food particles, or the quiet fear of being caught unprepared in a social encounter.
They didn’t just want freshness. They wanted certainty. A definitive solution that didn’t just mask bad breath but cleansed it—instantly, discreetly, wherever they were. What they craved was confidence—hygiene in their pocket. And that’s where Tazmint’s real role emerged—not as a mint or a mouthwash, but as a new-age oral hygiene ritual. A waterless, powder-form tablet packed with effervescent micro scrubbers—designed to clean, protect, and refresh, all in one go. No rinse, no spit. Just chew, swirl, swallow.
We anchored the brand on this dual promise—the intense cleansing of a mouthwash and the instant convenience of a breath freshener—while making it unmistakably clear that Tazmint was a category of its own. A pocket-sized hygiene guardian for life on-the-go. The design language mirrored this fusion. Vibrant, swirling motifs signified a burst of cleanliness, while flavor cues like green apple and fennel built an appetite appeal. The pack—designed for ease and impulse—carried both the semiotic codes of oral care and the pop sensibility of a mint, making it equally at home in a pocket or on a pharmacy shelf. We positioned Tazmint as smart, disruptive, and progressive—built for those who always need to be ready, wherever they go. And through content, identity, and packaging, we stayed true to the core—creating a brand that didn’t borrow from entrenched habits but set out to create its own.
The result? Tazmint became more than a mouth freshener. It became a habit redefined—a pocket ritual that delivered instant hygiene, lasting freshness, and the quiet assurance that in every interaction, they were ready.
