Echo design new product range for Arm and Hammer Baking Soda Toothpaste

Echo have designed a new range of unique product variants for Arm & Hammer, based on innovative natural ingredients. Arm & Hammer Simply Natural and Arm & Hammer Charcoal White harness the efficacious power of nature to achieve cleaner, whiter, healthier teeth. 

For 150 years, Arm & Hammer has been the leading baking soda brand. The new product variants have helped reassert Arm & Hammer's status as a unique, exceptional and iconic oral care expert. 

Arm & Hammer Charcoal White is powered with activated charcoal to remove 100% more surface stains than a non-baking soda toothpaste. Arm & Hammer Simply Natural is made with 96% ingredients from natural origins. The new design of these unique product variants creates stand out and impact, providing clarity of the variants positioning. The distinctive product benefit is clearly communicated and the design provides a bold modernity and efficacy.

Creative Director Nigel Ritchie comments: “Arm & Hammer is an iconic brand full of heritage. Our design needed to champion this iconic status whilst being unique and fresh enough to gain cut through in a very busy space. The use of black for a whitening toothpaste provides this cut through in an exciting and innovative way.

Arm & Hammer Charcoal White and Arm & Hammer Simply Natural is available on shelf across the UK now.

Arm and Hammer


Creative Director, Nigel Ritchie
Design Director, Daniel Goodman
Client Manager, Denise Poole 

For more information please contact