Packaging design restyle Beaphar Dental range
2025 - Beaphar is a market leader in the dental category for pets. An interesting market, as study shows that 85% of pet owners buy dental care products for their pets. To differentiate ourselves further, in 2025 we restyled our existing product range and expanded it with several new products. 
A Fresh Look & Expanded Dental Care Range for Dogs and Cats
In my role as Global Brand & Marketing manager, worked hands-on with the team on this packaging design restyle, applying my expertise in creative direction, concept creation and leading our in-house design agency.
What has changed:
Modern, fresh packaging aligned with Beaphar’s corporate identity
Reduced plastic usage 
New products for greater choice and convenience
New additions to the range:
Toothpaste with peppermint & parsley
Bamboo toothbrush
Dental finger pad
Restyled: Puppy Combi-Pack
Now enriched with chamomile, specially designed for sensitive puppy teeth.
Creative Concept & Global Marketing Toolkit
To roll out the newly designed Dental range internationally, I led the development of a creative concept to support global marketing efforts. Inspired by the nighttime ritual of brushing your own teeth, and underlining our belief that “pets are family too”, we created the concept:
“Because their teeth are just as important as yours.”
Based on this concept, we developed a comprehensive marketing toolkit to strengthen sell-in and support local teams worldwide. The toolkit included:
Shelf barkers
Ecommerce assets for marketplaces
Display banners
Social media materials, and more.
This enabled Beaphar’s local marketing teams to adapt and execute their own go-to-market strategies effectively in their regional markets.
Added Pet Care Advice
To enhance our dental offering, we also created informative B2C and B2B materials, such as a detailed consumer leaflet. This was essential, as research revealed:
21% of pet owners are uncertain about how to properly care for their pet’s teeth
40% are unaware of how often pets require dental care
38% face challenges with brushing their pets’ teeth
With our educational materials, we provide pet owners with the right tools and confidence to care for their pets’ oral health.
A Successful Project with Positive Market Impact
This project has already received positive feedback from both B2B e-tailers and B2C customers, confirming its success. The restyled packaging, expanded assortment, and educational support have strengthened Beaphar’s position as a trusted leader in pet dental care.
“The secret to oral health lies in a simple routine. Whether brushing or using a no-brush alternative, Beaphar Dental Care products make caring for your pet’s teeth easy. Say goodbye to plaque and tartar and hello to fresh breath. Turn every dental care moment into an act of love with Beaphar.” 
Lead in-house design & creative direction: Marlies Nijmeijer
Packaging design: June20
Photography: Greg Smolders
