The Task
Our task was to shape SMILLE into a distinctive premium brand, starting with its strategy and positioning, and extending through visual identity, product design, packaging and communication.
We began by exploring different strategic directions, ultimately building the brand around a simple insight: healthy teeth bring confidence, and confidence creates more reasons to smile. Rooted in continuous care, personal refinement and quiet luxury, this positioning became the foundation for a visual language combining precision, technology and sophisticated aesthetics.
We created the logo, typography, custom iconography and graphic elements, including a distinctive diamond-inspired pattern that became a recognizable brand asset, reflecting the brand's precision, brilliance and premium character.
A key part of the project was the development of the His & Hers travel cases. Beyond their visual appearance, we explored different structural concepts, developed prototypes and carefully considered how the toothbrush and accessories would fit inside. Working closely with the manufacturer, we refined the design and functionality through to the final product. The identity was then carried across the packaging for the sonic toothbrush and replacement heads, creating a cohesive product experience.
To complete the brand world, we developed the key visual and communication concept, creating a flexible system that allows SMILLE to move between high-tech and premium lifestyle communication while remaining unmistakably recognizable.
