La Duchesse | Branding & Packaging
La Duchesse, a trailblazing brand in the world of clear aligners, aims to revolutionize the orthodontic industry by making high-quality clear aligners accessible to all. Guided by an unwavering commitment to democratizing orthodontic care, La Duchesse challenges conventional norms and redefines the landscape with a daring, iconoclastic spirit.
At the heart of this project lies the creation of a brand identity that embodies the spirit of rebellion and innovation. Circles, semi-circles and quarter circles act as the building blocks of the visual compositions of this brand, playfully referencing the company's fundamental objective: to build perfect smiles. At a first glance, the graphic mark, resembles a regal crown. However, this shape holds a second meaning - an open mouth with a tongue sticking out. This shape brings two worlds together, the idea of royalty, as suggested by the name of the brand, and the orthodontic industry.