Perfect teeth are the new must-have item in a young person’s wardrobe right now. And a new brand and retail concept called Mint*d has launched to make the most of that opportunity.
With “do it at home” brands continuing to flourish, the new concept aims to match their advantages – it’s “fresh, fun and affordable”.
Mint*d, “Australia’s freshest dental hygiene studio”, was developed from scratch by VMLY&R in partnership with the new Mint*d team, the agency being responsible for everything from strategy to execution, including positioning, name, brand platform and store design. The first store opened in Westfield Miranda this month.
Paul Nagy, chief creative officer, VMLY&R AUNZ, commented, “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.”
Jon Bird, VMLY&R chief executive officer, stated, “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 chief strategy officer, 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 touchpoint. Right from the moment they enter the store, customers will know what Mint*d is all about. It’s a very fresh approach.”
The launch of the first Mint*d studio is supported by OOH and social activity, executed by Hardhat, using the new brand platform and identity developed by VMLY&R. The branding will also be used across a range of other platforms including website, uniforms, and in-store products.
Chief Creative Officer: Paul Nagy
Creative Directors: Justin Shoenmaker & Bryce Waters
Chief Strategy Officer: Alison Tilling
Senior Strategist: Alan Patterson
Design Director: Elliot Owen
Retail Designer: Mel Spears
Client Service: Jade Hickey & Sarah Jayes