Snap was approached by Confidence as they wanted to create a sub-brand which demonstrated the quality and reliability of the existing dental business, but also create an aesthetics brand which connects with a new type of customer.
Confidence wanted the aesthetics brand to reflect the natural origin of the products and appeal to an image-conscious audience. They wanted to ensure the new brand would be complimentary when seen alongside the established dental brand.
Firstly, Snap worked closely with the Confidence Aesthetics team to create a winning brand strategy. Snap hosted a number of strategy workshops to help formulate the brand personality, identify the target audience and create a tactical marketing plan. We also conducted a competitor analysis and a brand positioning exercise to ensure Confidence Aesthetics is well positioned in a growing market.
Using the strategy work to inform the design decisions Snap created a sleek, minimal logo combined with bold typography to create a simple and attractive brand. Their new brand identity features a natural, pastel colour palette which reflects the natural products they use and the holistic wellbeing feeling of the services.
To link the sub-brand to the existing brand hierarchy we agreed to use the word Confidence in the new brand name to marry the brands together. We also incorporated a wide sans-serif typeface paired with highly cropped imagery which was featured across their new website and marketing collateral. We developed a suite of custom icons to represent the full range of services.
We provided the customer with an easy to follow brand guide and templates for social media and marketing materials. This allows them a cost-effective way to create content themselves whilst ensuring brand consistency.
The strategy-led branding, fresh new website and impactful marketing materials have all helped Confidence Aesthetics impress its existing audience and connect with new customers. This new range of aesthetics services now is consistent throughout the user journey and ensures the brand is perceived as professional, natural and caring. Confidence Aesthetics has now been set up to continue to grow organically.