SmileDirectClub, a direct-to-consumer brand offering aligners as an alternative to traditional braces, developed a design system to support its new brand strategy– Every smile is full of potential. The simple, optimistic, and friendly visual language enhances consistency and memorability across 14 international markets in 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 concept of the core smile shape.
The core smile shapes appear throughout the retail experience.