SmileDirectClub, a direct-to-consumer brand offering clear aligners as an alternative to traditional braces, launched a comprehensive rebrand to support its global expansion. Centered around the new brand promise—“every smile is full of potential”—the refreshed identity embraces a simple, optimistic, and friendly visual language. This cohesive design system enhances brand consistency and memorability across 14 international markets spanning the Americas, Asia, and Europe.
Smile shapes become a distinctive element of the brand conveying positive emotions and creating a memorable visual association with the brand.
Comprehensive Brand Guidelines and a dynamic Brand Motion Kit were developed, revolutionizing the brand aesthetic across all communication channels, packaging, and go-to-market strategies for retail, direct-to-consumer (DTC), and online marketplaces.
Custom icons were created based on the core smile shape.
The core smile shapes appear throughout the retail experience.