清九野 CJOY (‘Qing Jiu Ye’) is a new generation oral care technology brand. Upholding a core philosophy ’Science with humanity’ that combines half rationality with half sensibility, the brand incorporates rigorous logical thinking and next-generation oral biotechnology into its products. Simultaneously, with a gentle and creative inspiration, it brings a breakthrough, unconventional joyous experience to those who love life during moments of oral care relaxation.

‘清’ ‘C’ ‘Qing' signifies freshness, representing cutting-edge oral care technology. ‘九野’’JOY‘’Jiuye,' taken from the '山海经' 'Classic of Mountains and Seas,' means the sky, conveying a vast and relaxed sense of joy. The design of the brand logo uses elegant thin lines of sans-serif type to create a light and professional feeling.

In terms of packaging design, on one hand, a design system based on scale lines for information organisation has been developed to convey the brand's scientific and rigorous attitude. It differentiates itself from the packaging layout of other toothpaste brands on the market, forming a unique visual language. On the other hand, the packaging uses large color blocks and graphics to represent the main biotech components of the toothpaste. It translates rational biotechnological elements into sensory, visual, and tangible graphics and colors through abstraction. The overall design maintains a tone of unity but distinguishes components through color blocks and graphics, reflecting the brand's core value of being half rational and half sensibility.