Neat toothpaste is an all-natural and organic toothpaste brand sold in-store. You can find Neat at Target, Whole Foods, and Sprouts.
The challenge and direction was leaning towards hand-lettering in making the logotype.
In shelf real estate, Neat's aisle presence is bright, but has unique colors. Style-wise, Neat fits somewhere between the artisanal/Victorian brands, and the sleek modern brands.