Straumann
An iconic 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.
SERVICES:
01. Brand strategy
02. Visual identity
03. Activation and guidelines
Our work with Straumann
01. Brand strategy
02. Visual identity
03. Activation and guidelines
Stakeholder and customer insight informed development of a refreshed brand positioning – one with a clear core that was able to flex across the new categories. The positioning captures Straumann’s energetic and pioneering spirit, its commitment to evolution and its desire to feel modern and relevant to new audiences.
Its new brand essence – driven to excel – conveys a sense of continuous striving and clear aspiration, while its personality traits – relentless, engaging and iconic – celebrate its pioneering spirit, its ongoing commitment to customer-centricity and its reputation for premium quality.
Our work with Straumann
01. Brand strategy
02. Visual identity
03. Activation and guidelines
Straumann’s new personality traits were used to guide the development of a new brand identity, which leverages a fundamental element of the brand’s heritage – its emblem – to elevate its legacy and cement its association with excellently engineered products. This uniquely identifiable element of the visual identity plays a pivotal role in harmonising the brand across categories; it also creates a bold and confident signature imbued with energy and dynamism to reflect its pioneering spirit and act as a central part of the brand’s story.
Our work with Straumann
01. Brand strategy
02. Visual identity
03. Activation and guidelines
The new brand was unveiled by Straumann CEO Guillaume Daniellot at leading dental fair IDS 2023 in Cologne, where the company also unveiled a new series of digital solutions for dentistry. It was then deployed across four key regions globally, with a comprehensive set of brand guidelines created to help Straumann’s 10,000+ employees navigate the new suite of brand assets and tell the brand’s story in a consistent and compelling way.
