Client
Minty
Industry
Health
Skills
brand_strategy | visual_identity | copywriting | environment_design | website_design | marketing_materials
Freshen up
As aesthetical awareness took central stage on social media, the market for home-use devices grew significantly, and the scope of self-care had opened to include greater range of treatments – some of them are of medical nature. Teeth whitening and botox, for example, are now basic and easy self-care. The new beauty routine is the meeting point of lifestyle and well-being – but there is another layer of value left almost untouched, that truly takes it up a notch: medical care and professionalism.
A refreshing new brand
Maccabident, Israel’s biggest public network of dental offices, recognized an opportunity for a new service: a place for oral and facial aesthetic treatments that’s easy to get to, fairly priced and performed by doctors. It offers bigger value than home-use devices, yet isn’t tiring and complex like going to a clinic. The main object of Maccabident’s impactful vision, was to create an independent brand that, while relying on its big brother for a medical stamp, can hold its own. It was a double whammy: creating a new brand and positioning it right between medical and aesthetic.
In minty condition
This process was especially exciting for us, because we got to be there on every step of the way. It began with brand strategy. We named it minty, a choice that conveys freshness and constant care, associates easily to fresh scent and taste, and leans on the phrase “in mint condition”. We’ve positioned it as a spa for oral and facial revitalization, with the promise of allowing you to update yourself to your own best version – upgrading is an ongoing process we all deserve to go through. A big part of minty’s magic has to do with its ease: unlike clinics, walk-ins are welcome, the vibe is inviting and the waiting is minimal.
Voicing a smile
Next, we build an interface for Minty: a full commercial site that acts like an app, with greater emphasize on costumer journey and engagement. The site makes it easy to browse through treatments, appointments, care and even use a teeth brightening simulation feature to instantly “try on” a bright new smile. It’s fun and at eye-level, yet professional and accountable. The visual language consists of a fun, fresh logo with a dynamic and aesthetic feel to it. Minty’s main color is a soft green that’s vivacious yet calm. Customer physical journey was also a part of our mutual creative process, from the waiting area to after care instructions. Minty is an independent, bold new player wearing the cape of legacy, creating new reliable lifestyle opportunities for everyone.
