Australia’s freshest dental hygiene studio Mint*d launches new concept store via VMLY&R Sydney
An exciting 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.”
Says 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.
For more information visit the Mint*d website.
Creative Agency – VMLY&R Sydney
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
10 Comments
So VMLY&R don’t do social, digital or OOH? Strange that another agency would do those pieces when you are creating a brand from ‘strategy to execution’
Sad. 12 Months ago they were winning Cannes Lions for McDonald’s, now they’re designing parts of retail stores and handing off the creative campaigns to other agencies.
What did Hardhat do then? The creative?
It sounds like VML created the brand and built the space. But you’re right… some clarification is needed.
Nice one Mel!
Absolutely category-breaking. BTW Are those the left over couches from the VMLY&R Sydney office downsizing in North Sydney?
Please don’t normalise tooth whitening. It’s American and creepy.
Is two too many
Not surprising that the campaign execution got handed off. It’s a new brand, budgets aren’t massive. If anything, a smart decision to spend the heavyweight dollars on getting the brand and retail concept right and then use a decent smaller, cheaper agency for your more straight forward promo material. More important to get your product right before spending all your $$$ on comms.
It’s a lovely brand by the way. And I’m sure as the company grows VMLY&R will be brought in to work on bigger comms activations.
I’d never describe dental hygiene as ‘fun’.