A laptop, tablet, and smartphone displaying a dental lab's website. The laptop screen shows a homepage with the text "We are the leading independent digital dental lab in the heart of the Midlands." The tablet shows a page about dental aligners, and the smartphone displays the same dental lab website. The devices are placed on a two-tone black and blue background.

Duradent is a cutting-edge dental laboratory specialising in high-quality, custom dental products for professionals and the public.

Duradent

Flat lay of Duradent Dental Laboratory branding materials including business cards, letterhead, brochures, pricing lists, and a dental retainer in a blue case on a gray background.

BRIEF

To rebrand Duradent as a master brand and establish distinct sub-brands, including its gumshield product, which was previously separate from Duradent.

Notebook open to a page with sketches and notes combining symbols of a tooth, diamond, and shield for design purposes, with pens and a pencil beside it.
Geometric abstract design with white and colored shapes on dark background

GOALS

To position Duradent as a leader among competitors with a clean, professional, and cohesive identity that showcases its digital innovation. The new branding needed to be implemented across various brand touchpoints, including the website, social media, advertising, printed collateral, and branded displays.

Person holding three brochures for Duradent Dental Laboratory.

SOLUTION | STRATEGY

We began by refining Duradent’s brand strategy, identifying target markets, and defining value propositions. The Lab and Signature services were consolidated under the master brand, each distinguished by specific colours and fonts.

Next, we created two sub-brands: Durashield, the rebranded custom gumshield (formerly Gumshields4u), and Duralign, a new line of personalised dental aligners.

SOLUTION | DESIGN

The Duradent logo merges a tooth (dentistry) and a diamond (durability, strength, quality, excellence) into a distinct logomark. Supporting graphics incorporate 3D printing-inspired lines and emblem fragments to highlight innovation and precision.

To differentiate the sub-brands, Durashield and Duralign have distinct colour palettes and photography styles while maintaining alignment with Duradent’s identity.

Dental product packaging from Duradent Dental Laboratory, including cases for Durashield and Duralign.

Emma, fantastic work! We are already gaining lots of interest and traction across all aspects of the work you have put in with the new branding. Not just from dentist and patients, but also competitors are contacting me directly commenting on its new look... Its quite surreal really. You have done such an amazing job on this brand and gone above and beyond, so I would personally like to thank you on behalf of all of us at Duradent.

Nick Walton, Co-Founder & Director of Duradent

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