A dynamic new brand for a dental market leader.
With a reputation for precision engineering and a name synonymous with Swiss quality and innovation, dental brand Straumann has been the premium implant category leader for many years. But its parent company, Straumann Group, had big ambitions for its future: to rise above its category of origin, diversify into adjacent categories – orthodontics, biomaterials and prosthetics – and leverage the brand’s prestigious reputation as a source of advantage.
The new Straumann brand needed to reflect this ambition to diversify; to take its story of clinical excellence, customer centricity and entrepreneurialism to new categories, while expanding its implant offer. It also needed to feel significantly distinct from its corporate parent, Straumann Group.
01. Brand strategy
02. Visual identity
03. Activation and guidelines