A dental retail concept called Mint*d via VMLY&R

Chris Pash
By Chris Pash | 31 July 2020

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 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, says the concept is category-breaking.

“There’s nothing quite like it, anywhere in the world. It’s not starched and stuffy, it’s warm and welcoming," says Bird.

"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, says 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," says Tilling.

"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: “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.

Agency Credits:

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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