A new brand and retail concept called Mint*d has launched, aimed at making dental hygiene fresh, fun and affordable.
Making its debut this month at Westfield Miranda, Mint*d is “Australia’s freshest dental hygiene studio” and was developed from scratch by VMLY&R in close partnership with the new Mint*d team. VMLY&R’s remit extended from strategy to execution – including positioning, name, brand platform and store design.
Jon Bird, VMLY&R CEO said the concept was category-breaking. “There’s nothing quite like it, anywhere in the world. It’s not starched and stuffy, it’s warm and welcoming. The idea is to give as many people as possible the opportunity for a freshly Mint*d smile in a friendly and accessible way.”
Ali Tilling, VMLY&R CSO, said the agency team worked collaboratively with the client to arrive at an agreed strategy and then developed around 100 possible names.
“From there, Mint*d was selected. The entire retail store concept was built from the ground up, with the Mint*d branding evident in every customer touch point. Right from the moment they enter the store, customers will know what Mint*d is all about – it’s a very fresh approach.”
Paul Nagy, CCO, VMLY&R AUNZ said: “Too often people see going to the dentist as a scary or anxious experience. So our creative direction needed to be bright and inviting. From the colour scheme through to in-store experience, this is an entirely new concept in dental. It’s a new way to think about looking after one of your most precious assets – your smile.”
The launch of the first Mint*d studio is supported by OOH and social activity – executed by Hardhat – utilising the new brand platform and identity developed by VMLY&R. The branding will also be utilised across a range of other platforms including website, uniforms, and in store products.
Paul Nagy – CCO
Alison Tilling – CSO
Alan Patterson – Senior Strategist
Elliot Owen – Design Director
Justin Shoenmaker – Creative Director
Bryce Waters – Creative Director
Mel Spears – Retail Designer
Jade Hickey – Client Service
Sarah Jayes – Client Service
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