Minimalist Dental Clinic is a brand founded by Anna and Armine Martirosyan. Over the years, they have accumulated a lot of experience in the field and have formed their own vision of modern service. The clinic is aimed at a premium audience, and it was necessary to understand how to distinguish the brand in a highly competitive environment.
Dentistry was launched from scratch, so the brand’s team turned to us to create a naming and identity that would reflect professionalism and help convey the values that the founders laid down when creating the clinic.
scope of work
— naming
— brand identity
branch
— beauty
— health
task
To develop the identity of a premium dental clinic in St. Petersburg, where the main success factor of the solution was the aesthetic component and ease of use at the brand launch stage.
naming
According to the results of the study, a tendency towards sensual and sublime names among competitors was revealed. To get rid of them, we decided to find a name that combines aesthetics and practicality, because a smile is both beautiful teeth and healthy ones. This is how Minimalist appeared, a brand name that conveys more than quality service. It is a way of thinking, an attitude towards life and a favorite business. We create a brand for those who value order, cleanliness in details, absence of noise and focus on the important. The name is clearly readable in Russian and English and sets the vector for the development of the entire identity.
idea and logo
While looking for ideas, we found that perfumers and dentists have a lot in common. Perfume is an intangible accent in the image, as well as a beautiful smile is an important part of charm. There is a technology for creating fragrance, as well as standards for dental treatment. There are many parallels, so we chose the metaphor of perfumery to create an identity. So the chosen font is inspired by the aesthetics of perfume labels, where everything is minimalistic: there is no sign, only the corporate font in the name.
identity basis
To develop the idea of minimalism, we chose the concept of "white on white". Here we reveal the idea of cleanliness, the whiteness of teeth, the absence of visual noise, and the ability to focus on what is important. All branded visuals are made as white as possible, but readable. This makes the visual style very nuanced and is supported by the slogan "Clinic of Nuanced Dentistry". The overall presentation tends towards the beauty category, which is characterized by a high aesthetic component.
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