Branding for dentists

To create consistent online and offline experiences, a strong brand identity and language were essential. Anchored in a blue ocean color palette and paired with Roboto typeface in varying weights, the aesthetics remain minimal and distraction-free, reinforcing the same anxiety-free comfort patients experience during treatment.

At the foundation of this brand was a new logomark embodying “dentistry from the heart.” Professional and modern, yet playful and welcoming, the symbol merged the tooth with the indispensable sign of empathy - the heart. Crisp photography and video present the Trident experience across all touchpoints and campaigns.

Amid uncertainties, Dr. Anwar’s favorite green stood firm as the foundation of our branding process. After a deep dive into word origins, meanings, and domains, with options like Aloe or Innocent on the table, the perfect name emerged: Kanopi Kids. The word canopy refers to the uppermost layer of a forest, tying seamlessly into the green theme.

To modernize the word and align it with "Kids", we replaced the “C” with a “K” and the “Y” with an “I”. The logo, set in the Kana typeface, strikes the right balance between playful and clean, with letters resembling vines or branches. Extending this theme, we created vine-inspired patterns to support the brand. And yet, something was still missing. Who would comfort the kids?

Every child needs a friend, especially one to comfort them at the dentist. While the identity process felt complete, the idea of a mascot kept us awake at night. With a promise to go above and beyond, we set out on a six-month journey to create a companion who could guide little patients through every online and offline experience.

Bringing Kai to life meant developing a detailed 3D model. Nothing was overlooked, as eyes, eyebrows, mouth, hair, fingers, feet, and even tummy went through hundreds of variations before arriving at maximum cuteness. To comfort kids beyond the screen, we designed custom plush toys in three sizes, along with a full-sized costume often worn by Dr. Anwar himself.

What fueled Captain Dental’s explosive early growth was their relentless focus on high standards for patient care and experiences. Their old brand identity with a cartoonish shield, tooth, and sparkles, stood in stark contrast to that philosophy. Our work began with a new look that reflected their values and ambitions.

The new logomark combines the letters C and D into a tooth-like symbol. Its minimal, geometric style also hints at a diamond and shield, reinforcing strength, protection and quality. The visual identity is supported by a soothing yet confident teal palette and clean Actay and Satoshi typefaces. More than just a design update, it became the launchpad for their growth.

A full in-house insurance team with zero outsourcing, ruthless five rounds of hiring interviews with just a 2% success rate, and proactive after-treatment care are a few reasons why Captain Dental deserves to claim the highest standards. Behind every detail, however, is one purpose: delivering worry-free experiences for patients.

To honor and communicate that dedication, we brought the worry-free patient journey to life through immersive 3D animations. The Captain Dental Token navigates obstacles, dental environments, AI chatbots, and endless paper forms, always arriving safe and comfortable thanks to the incredible effort of the team behind it all.