SA Dental Brand Identity

The new SA Dental brand aimed to position it as the market leader, appealing to people of all ages and combatting negative public perceptions of government-run services. Max Molar the Plaque Patroller acts as the centrepiece of the brand and an engaging spokesperson to help remember oral health best practices by way of a series of memorable tag lines. Supported by a flexible colour palette, including an off-white shade, Bone, that helps to break unrealistic expectations, the brand can easily adapt to corporate applications and cut through the noise in an already saturated market.