For ceramic artists, sculpting, layering and colouring veneers is deeply technical as well as highly creative. The workflow is a tightrope walk between art and science carried out in the context of a creative studio rather than a sterile clinic. The strategy to go against the current lifeless and sterile landscape of competitors played out through the logotype, colourway, typography, tone of voice and even down to the packaging and e-commerce website. The brand separates itself with a bold personality while still maintaining a look and feel appropriate for the professional context of a technician's workspace.

Practical and functional at its core, while still fitting its premium price point in the market. Developing the identity alongside the product design allowed for considerations around manufacturing constraints. The outcome was a brand and product solution that’s dynamic and disruptive in a traditionally conservative market. Creating a connection and helping bring the power of self expression from the end result of a bold new smile all the way back to the tools and brand that helped craft it.