For this new dental brand, the client was looking for a name as unique as their business style. Rather than focusing solely on the conventional smile, the name needed to embrace the client’s more holistic approach to dental care. It needed to focus on understanding a patient’s lifestyle and how it affects their overall well-being—most importantly their teeth.
The name, Pure Dental Spa, embodied all the elements of the dental practice. It was confident, approachable and relaxing. The "Pure" represented cleanliness and health, while "spa" reflected the complimentary services customers were offered during visits.
From the printed marketing materials to the office space, the brand identity sought to stimulate all 5 senses—touch, sight, sound, smell, and taste.
The business cards were two-sided with the appointment information on the back. They were printed with a tactile process called blind embossing, which gave the word "pure" dimension and let it stand out in its most brilliant form on—white. In addition to white, the other primary brand colors are grey and zen green. Grey represents the modern, brushed aluminum and sterilized equipment that is used to clean teeth, and zen green embodies the fresh, calming "spa" feel.
In most instances, we wanted to keep the word "pure" in white. For example, when you enter the office the word stands out in brilliant white against the calming green wall. Other finishes that enhanced the visual experience were balanced between brushed metal, bamboo, wood, and stone-like surfaces.
As for the senses, the touch experience is further enhanced during a patient's visit with a paraffin wax treatment for hands and a heated neck pillow. You can also hear the sounds of a water fountain and soothing music in the background. The scent of natural oils burned, and at the end of an appointment, tea, coffee, water and snacks were available.
The combination of all these elements and the spa-influence will have every customer looking forward to their next dental appointment.