signature brand, packaging, website design
Tooth Angel Signature Branding, Packaging and Website Design
Tooth Angel is redefining oral care with a luxurious, sustainable, and dentist-approved range of products, including toothbrushes, floss, toothpaste, and more. Founder Shameek came to us with a vision to create a high-end oral care brand that bridges the gap between clinical expertise and consumer appeal. Our role was to establish a clear and distinct brand identity, paired with a polished website design to showcase Tooth Angel’s innovative approach to oral hygiene.
Project objectives
Create a luxury brand that appeals to both dentists and consumers.
Establish a sustainable brand that avoids greenwashing and communicates transparency.
Develop a clear and memorable brand identity that stands out in the oral care market.
Design an engaging and user-friendly website
Showcase a harmonious blend of sustainability, science, and indulgence.
Shameek crafts the products, and we bring his vision to life through thoughtful branding and design.
“When you have a vision of your brand and website and it is brought to life even better then you imagined you get blown away. This is what Ruby and the Studio 77 team have done for Tooth Angel.”
shameek popat, tooth angel FOUNDER
Our brand design approach
As with all branding projects, we began by immersing ourselves in the world of Tooth Angel’s target audience. We identified two primary audiences: eco-conscious consumers looking for sustainable solutions and dental professionals seeking a trustworthy and clinically effective brand. These audiences, while distinct, shared common values of quality, sustainability, and innovation, which became the foundation of our design strategy.
From here, we explored their behaviours, shopping preferences, and the brands they already trusted. For consumers, we focused on creating a luxurious and approachable visual identity that fit seamlessly into their daily routines. For dental professionals, we ensured the brand conveyed expertise, reliability, and sophistication.
By striking this balance, we positioned Tooth Angel as a brand that not only elevates oral care routines but also makes it easy for customers to feel good about their choices—for their health, their smile, and the planet.
The Logo Design
The Tooth Angel logo is crafted with a sans-serif typeface that perfectly balances luxury and friendliness. This clean, sophisticated typography ensures excellent readability while maintaining an inviting and stylish aesthetic, creating a visual identity that feels both approachable and elegant.
The design incorporates an angel wing into the serif of the double-stacked 'g,' a subtle yet meaningful detail that captures the brand's angelic essence. This thoughtful touch adds grace and personality to the logo, reflecting the brand's commitment to delivering a truly divine oral care experience.
The angel wings symbolise purity, protection, and guidance, aligning with Tooth Angel's mission to provide exceptional oral health solutions.
They represent the brand's role as messengers, bringing the essential message of oral hygiene to its audience, while also evoking a sense of heavenly luxury and comfort.
Together with the tagline "Dentist-Approved Oral Hygiene," the logo conveys the brand's dedication to sustainability, clinical expertise, and elevating everyday dental routines.
Brand Colour Palette
The Tooth Angel colour palette is a carefully curated blend of sophistication and sustainability, embodying the brand’s ethos.
The primary colours—Forest, Gold, Spearmint, and clean White—exude a sense of luxury and purity, creating a refined and approachable aesthetic that aligns with our premium positioning. These hues evoke trust and elegance while subtly reinforcing the brand’s commitment to environmentally conscious practices.
The accent colours—Aqua, Neon Smile, and Tooth Fairy—introduce a touch of playfulness and modernity, adding versatility and vibrancy to the design.
Together, this palette strikes the perfect balance between timeless luxury and contemporary energy, enhancing the visual identity across packaging, digital, and marketing materials.
Typography for luxury brand, Tooth Angel
The typography for Tooth Angel was chosen to reflect a balance of modern sophistication and timeless luxury.
The primary typeface is clean, contemporary, and highly legible, with subtle adjustments to spacing for a polished, professional finish. It communicates clarity and trust while maintaining an approachable feel.
Paired with an elegant serif accent font in italics, it introduces a touch of refinement and indulgence, elevating the brand's premium positioning.
Bespoke Website Design For Tooth Angel
As Tooth Angel is committed to selling premium oral care products online, we focused on designing a website that not only reflected the brand’s luxury positioning but also encouraged conversions and maximised average order value. To achieve this, we crafted pages that seamlessly blended elegance with functionality, ensuring a premium yet approachable experience for users.
Key design features included prominently displaying sustainability information to communicate transparency and avoid any perception of greenwashing, reinforcing trust with eco-conscious consumers.
Designing Product Description Pages That Convert
We focused on creating a seamless shopping experience on the product description pages while maximising upsells. Features like "Others Also Added to Cart" were incorporated to encourage additional purchases, boosting basket size.
Each page included detailed information about ingredients and technical features to cater to dentists and hygienists, as well as comprehensive eco-friendly messaging to reassure customers of the brand's transparency and commitment to sustainability.
We also designed a user-friendly subscription service, ensuring customers could effortlessly restock essentials like floss and toothpaste, keeping them loyal to the brand.
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If you have a one-of-a-kind business and you’re looking for a brand and website to match, we’re here for you! Get in touch with our expert design team today, and let’s start your creative journey together.