Graphic Packaging International, a global leader in sustainable consumer packaging, has partnered with Unilever to support the latest launch of its signature toothpaste brand, WHITE NOW. The refreshed range, now available across select European markets, is brought to life through premium packaging that delivers bold shelf appeal and a striking, contemporary design. 

The launch marks a strategic repositioning for WHITE NOW, with a new range designed to deepen the brand’s connection with modern consumers.  The new packaging features six distinctive designs, each showcasing high-impact premium print finishes that elevate shelf appeal and create a cohesive, contemporary visual identity.  

Manufactured using FSC-certified, recycled paperboard at Graphic Packaging’s Hanover, Germany facility, the packs feature a signature dark blue base, a holographic front panel, and metallic accents. The design includes six variations for the SKUs within the range, each enhanced with a glossy varnish for a polished, premium look.  

The six designs include: 

• Rainbow holographic with white dots creates a light and clean aesthetic 

• Golden glitter holographic for a touch of luxury 

• Black glitter holographic gives a sleek, bold look 

• Light blue crystal-inspired print on holographic for a fresh, crisp finish  

• Pink and purple holographic details reflect a contemporary, modern design  

• A burst of orange and yellow with a holographic effect creates a vibrant, uplifting impression  

This variety allows each variant to stand out individually while maintaining a strong, unified brand presence across the range. 

“The WHITE NOW relaunch is a great example of how thoughtful packaging design can help strengthen a brand’s connection with consumers,” said Norman Holzner, General Manager, Graphic Packaging International Hanover. “Our close collaboration with Unilever allowed us to combine advanced print techniques with efficient, high-quality production on recycled paperboard, delivering a premium finish that stands out in the oral care aisle.” 

While the structural design and packaging format remain unchanged to ensure seamless integration with Unilever’s existing production lines, the eye-catching new graphics mark a significant step forward in the brand’s repositioning. Leveraging decades of expertise in oral care packaging and a long-standing partnership with Unilever, Graphic Packaging’s Hanover team led both the development and production of the new packs.  

To learn more about Graphic Packaging’s expertise in personal care packaging solutions, visit www.graphicpkg.com.