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 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.
The Essential Logo
Since The Tooth Company follows the ‘Let&’s Talk’ philosophy, communication playing a rather key and vital role in reducing anxiety in the time of toothache, the brand identity composed of quotation marks that form the shape of a tooth, thereby merging teeth care and communication. There’s not much a good, healthy and positive communication cannot solve.
Enhancing the Overall Experience
The Tooth Company aims to reduce patient anxieties through experience design. The minimalist design was thus made to combine with the freshening and renewing vibe of the colour green, purified air, suspended natural aroma, calming music, carefully chosen soothing colours, as well as noise cancellation headphones and eye masks to relax during the treatment.
The Final Solution
In this way, the ambience, look and feel of the place was made to alter the experience of the customer, trying to make a time of ache as less trouble as possible. After all, the way one perceives something is how one experiences it, isn’t it?