Straumann Group
Elevating the corporate brand to support a transformational journey
Swiss dental implant business Straumann Group has bold ambitions: the iconic brand wants to become a £4.5 billion oral health company, impacting 10 million smiles each year, sustainably, by 2030. But the 70-year-old business operates in a crowded and competitive market, where attitudes towards oral health and aesthetic dental treatments are rapidly changing and technological disruptions are enabling new players to gain ground.
Straumann Group knew that to achieve its ambitious goals, it needed to develop a new purpose that would unite its 10,000+ employees. It then needed to rethink its brand architecture and positioning to ensure both corporate and product brands were driving and supporting commercial growth. Its new brand strategy and visual identity needed to differentiate between corporate and product brand, and powerfully tell Straumann Group’s story of clinical excellence, customer centricity and entrepreneurialism.
SERVICES:
01. Brand purpose
02. Brand architecture
03. Brand strategy
04. Visual identity
Our work with Straumann Group
01. Brand purpose
02. Brand architecture
03. Brand strategy
04. Visual identity
Straumann Group, for decades the world’s leading dental implant specialist, had the ambition to expand its horizons. From a product-focused implant company to being a customer-centric, digitally-powered oral care company. It needed to address wider audiences – consumers, as well as clinicians. To support this journey, Straumann Group first needed a brand purpose, to unite and inspire its employees and provide a clear direction for its future.
Its new purpose speaks to the transformative, human power of its offering – to unlock the potential of people’s lives – and is inspired by the company’s vision – a world where oral health is a source of confidence. More tangibly, its mission describes its ambition to expand beyond the implant category and be the most customer-focused and innovative oral care company in the world.
Our work with Straumann Group
01. Brand purpose
02. Brand architecture
03. Brand strategy
04. Visual identity
In recent years, Straumann Group has expanded in two ways: first, by extending its reach in the implant category from its traditional premium heartland into value. Second, by moving into the adjacent category of orthodontics. The resulting portfolio of product brands – including Straumann®, ClearCorrect™ and Neodent® – serves a more diverse customer group and therefore needed a coherent structure. It also needed to foster a sense of shared identity across the group, while offering clear guidance on brand endorsement.
The new brand architecture supports the company in two ways. First, it brings clarity to the portfolio by dividing it into professional and consumer solutions, assigning clear roles to global, regional and local brands, and elevating the corporate brand to play a presiding, unifying role. Second, it enables growth both within implants (allowing expansion into value without diluting the premium nature of the original Straumann brand) and beyond implants (leveraging Straumann’s prestigious reputation in implantology to support expansion across orthodontics and promote digital transformation).
Our work with Straumann Group
01. Brand purpose
02. Brand architecture
03. Brand strategy
04. Visual identity
With its purpose providing a new direction for the business and its brand architecture giving the portfolio much-needed structure, we then turned our attention to strengthening the corporate brand. It needed to inspire and empower its 10,000+ employees by providing a compelling sense of shared identity; it also needed to attract future talent, and communicate effectively with partners, investors and the wider public.
Straumann Group’s positioning clarified for the first time the company’s ambitions in oral care; sitting above the category brands, the corporate brand plays a crucial unifying role, symbolising the transformation journey to employees, investors and partners, and acting as a vehicle for its purpose, vision and mission. It’s designed to feel inspirational, challenging and inclusive, and to instil a culture that empowers entrepreneurial minds to challenge the status quo.
Our work with Straumann Group
01. Brand purpose
02. Brand architecture
03. Brand strategy
04. Visual identity
The brand identity for Straumann Group was developed to reflect its empowering, entrepreneurial spirit and its employees’ drive to excel. To deliver impact and distinction across brand communications, we introduced an updated colour palette featuring a more confident and vibrant blue to convey a sense of energy and modernity.
Impactful messaging and imagery were introduced to express brand attributes across three key pillars: people, performance and planet. A new graphic device then builds on the notion of water and the business’s aspiration to create a ripple of positive transformation by unlocking the potential of people’s lives.
