Say EEEEEEE, Say AAAAAA 😁 with The Tooth Company

The dentist is one person no one really fancies. Isn't that true for most of us, out there? Not many cherish or take delight in the idea of going even for the "routine check-up". That was considered to be the fundamental problem when coming-up with a whole new campaign for The Tooth Company, a multi-speciality dental care centre in Hyderabad. As a result, NH1 Design, a boutique design studio in Gurgaon, chose a completely new approach–one that would turn out to be more friendly and communicative, on the whole- while spearheading the designing process.

The Challenge

The task wasn't just to create the brand identity of a dental chain; it was, rather, to bring about a change in the behaviour (and so also psychology and approach) of people towards oral care. "How do we get people to start going to the dentist again?" was the question that was looked at being answered through the new campaign. The base idea or concept, therefore, was to create a brand that brought about a sense of reassurance in people towards dentists, in effort and awareness towards maintaining oral care. What was essentially needed was a brand language that comforted people, so as to replace the fear within them of going to the dentist.