Sorriso is one of Brazil's leading oral care brands, second in its category, and has been around since 1997. In recent years, the brand has shifted its communication to focus on energy, joy, and the Brazilian lifestyle, using terms like "brasilidade" to capture the essence of Brazil.

However, the brand's old website didn’t reflect this new direction. Despite attracting over 4,000 visitors a month, the site felt outdated and didn’t align with Sorriso’s fresh, vibrant image. So, the company asked our design team to redesign the site, creating a more engaging and user-friendly experience that reflected the brand's new vibe.

We began by aligning the redesign with Sorriso's updated strategy. The site needed to be fun and welcoming, while also strengthening the brand’s digital presence through content, gathering user data, and showcasing its products. We structured the site into sections to ensure clear information hierarchy, including banners for campaigns, product highlights, and a quiz to help users choose the right toothpaste based on their preferences.

To capture the brand's essence visually, we centered on themes of "summer," "refreshing," and "brasilidade." The design aims to feel like jumping into a pool on a hot day—bright, colorful, and full of textures that evoke water.

After studying competitors and brands with similar energy, we chose the Super Jester archetype for the tone of voice. Our UX writing is playful, positive, and approachable, creating a friendly, engaging experience for users.

Check it out here.