VMLY&R gets Mint*d – unveiling new concept store

An exciting new brand and retail concept called Mint*d has launched, aimed at making dental hygiene fresh, fun and affordable.


Making its debut this month at Westfield Miranda, Mint*d is “Australia’s freshest dental hygiene studio” and was developed from scratch by VMLY&R in close partnership with the new Mint*d team.  VMLY&R’s remit extended from strategy to execution – including positioning, name, brand platform and store design.


Jon Bird, VMLY&R CEO said the concept was category-breaking. “There’s nothing quite like it, anywhere in the world. It’s not starched and stuffy, it’s warm and welcoming. The idea is to give as many people as possible the opportunity for a freshly Mint*d smile in a friendly and accessible way.”


 Ali Tilling, VMLY&R CSO, said the agency team worked collaboratively with the client to arrive at an agreed strategy and then developed around 100 possible names.


“From there, Mint*d was selected.  The entire retail store concept was built from the ground up, with the Mint*d branding evident in every customer touch point.  Right from the moment they enter the store, customers will know what Mint*d is all about – it’s a very fresh approach.”


Paul Nagy, CCO, VMLY&R AUNZ said: “Too often people see going to the dentist as a scary or anxious experience.  So our creative direction needed to be bright and inviting.  From the colour scheme through to in-store experience, this is an entirely new concept in dental.  It’s a new way to think about looking after one of your most precious assets – your smile.”


The launch of the first Mint*d studio is supported by OOH and social activity – executed by Hardhat - utilising the new brand platform and identity developed by VMLY&R.  The branding will also be utilised across a range of other platforms including website, uniforms, and in store products.


For more information visit the Mint*d website.


Agency Credits:

Paul Nagy – CCO

Alison Tilling – CSO

Alan Patterson – Senior Strategist

Elliot Owen – Design Director

Justin Shoenmaker – Creative Director

Bryce Waters – Creative Director

Mel Spears – Retail Designer

Jade Hickey – Client Service

Sarah Jayes – Client Service

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