Kim Xuân – a family dental clinic – has been established for more than 20 years. Originally, it was found by the parents, now is inherited by their son. Being in the industry for generations has its ups and downs; although having a good reputation and experiences, the clinic is drifting further away from the younger generation families.
Coming to us with a vision to rebrand and extend the family business, the owner wants to celebrate his father's legacy while infusing a more hip and friendly touch of his own.
While we were working around the contrasty & balanced concept of the owner's initial idea, one approach seems to stand out. We found that the name – Kim Xuân – has the 2 words that both contrast and complete each others. This helps explain the abstract concept better while leaving space for visual interpretation.
