Cloveden is a premium oral care brand that originated from a toothpaste developed by a dentist husband for his pregnant wife. Cloveden's products are made with 100% naturally derived vegan ingredients, ensuring they are safe for use by pregnant women. The brand is committed to developing eco-friendly and safe products, earning consumer trust while striving for a sustainable future.

Cloveden's goal is to provide better oral health to consumers, minimizing the need for dental treatments.
Cloveden's BI and product packaging system were developed by Case-Creative. The BI design is inspired by the shape of squeezed toothpaste and is visualized using a script font. This BI serves as the key graphic element for all product packaging, maintaining brand consistency and leaving a strong impression on consumers. Product differentiation is achieved through variations in subtext and color.