With sleep deprivation affecting more than 30% of adults worldwide, sleep aiding products are in high demand. Brush & Hush is a non-medicinal night-time toothpaste which uses natural ingredients that help to improve quality and quantity of sleep. Brush & Hush is a carefully considered sleeping aid, revolving around an adult’s daily routine, meaning no extra steps in order to remember to take it. This is particularly important for our target market of young adults ranging from 18-35, as they may already have busy schedules due to work or university. The branding has been kept simple and clean, yet sophisticated, to appeal to our more mature target audience. The clean look is vital for a toothpaste brand, and the simplicity conveys that it is a serious brand with serious sleep aiding properties. The splash of torquoise colour brings a fresh feel and connotes trustworthiness, which is important to a consumer when taking any sleep aid.