toothsi
Brand Positioning, Brand Logo, Website UI & Content, Packaging, Photography, Digital Video
Be The Spark
Toothsi is a young brand that makes teeth aligners that help with teeth straightening, tooth gaps, under-bite, over-bite and more. Young in the category, they wanted to challenge market leaders and carve out an authentic voice in the business. We started by looking at the brand’s role in their TG’s life. Self-care, self-growth and fashion were the key areas. Research in the fields of Psychology and Neuroscience allowed us to tap into the most powerful story for the brand — the power of a smile. We saw toothsi beyond what it was, and wanted to build it as a fashion-lifestyle brand that not only gives smile makeovers but also allows a consumer to build new connections in his or her life. It helps them be the spark they are.
The brand identity was completely transformed by introducing a fresh and unusual colour palette and a playful, customised font which was a far cry from its former medical look and feel. A small spark was added to the logo so it represents the core ethos of the platform we created for them.
Toothsi’s website was a labour of love. Considering that all their lead generation happens from there, not only did we have to completely revamp their existing UI/UX, but also have it match the vibe and tone that we were building. We didn’t want toothsi to speak or sound like an advertisement. It speaks like a 24 year old. The rhythm is staccato. The words have poetry and play. And we always add a little spark. The photography style for the brand was candid; capturing beautiful smiles and natural moments between friends. We also created custom illustrations that were informative but not boring. The result is an amazing, responsive digital address which builds a great first impression for their TG.
the website
We could have depicted the process of getting a smile makeover as a boring infomercial, instead we switched things up. Watch the video for more. And If you don’t end up loving Milkshake, we can’t help you!
the video
The packaging had to be conceptualised from scratch. Since this a direct-to-home business the packaging needed to strategically fit in several elements and also be easy to store. We created a layered box that made provision for several elements in a compact size that someone would not just like to store, but also showcase.
