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
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]