WATERPIK offers a variety of oral care products both online and in B&M (brick and mortar) stores. I helped create the VBL (visual brand language) and strategy for Waterpik’s online and B&M lines of oral care products. With the products’ function and internal mechanics remaining the same, I used form and CMF to differentiate the two different product lines. With the online offerings benefitting from higher margins, I was able to use more premium materials to further differentiate the two product lines making sure there was a clear distinction between products sold in B&M stores and Waterpik’s own online offerings.