Background

D&D Dentures is a B2B dental laboratory specializing in crafting dentures and partials for dental offices. Based in Jefferson City, Missouri, the company sought to expand its services by incorporating 3D-printed dentures, aiming to position itself as a modern, technology-driven provider in the dental industry.

Branding the D&D Denture Identity

The primary challenge was to rebrand D&D Dentures to reflect its new direction towards advanced dental technologies, particularly 3D printing. The existing brand identity did not convey the innovative and modern approach the company was adopting. The goal was to create a cohesive brand that would resonate with dental professionals and communicate the company's commitment to cutting-edge solutions.​

Strategy

To achieve this, we focused on developing a brand identity that balanced professionalism with innovation. The strategy involved:​

• Logo Design: Creating a modern logo that symbolizes precision and technological advancement.

• Color Palette: Selecting colors that convey trust, cleanliness, and innovation.

• Typography: Choosing fonts that are clean and professional, yet contemporary.

• Packaging: Designing packaging that protects the products and reinforces the brand's modern image.

• Stationery: Developing business cards, letterheads, and other materials that maintain brand consistency.​

Execution

Logo Design: The new logo features a stylized representation of a denture, integrated with elements that suggest 3D modeling and printing, encapsulating the company's move towards digital solutions.​ It was also fun to add the “D&D” into the logo mark.

Color Palette: I selected a palette of cool bright greens and grays, colors often associated with appeal to modern dental professionals.​

Typography: A sans-serif font was chosen for its clean lines and modern appearance, ensuring readability and professionalism.​

Packaging: The packaging was designed to be both functional and reflective of the brand's new identity. Using durable materials and incorporating the new logo and color scheme.​

Stationery: Business cards, letterheads, and envelopes were designed to maintain consistency across all brand touchpoints, using the new visual elements to create a cohesive identity.