When Skanray setout to introduce world class technology at affordable prices, they found thatvirtually every other player in their price had a copy of older Scandinaviandesigns which were quite indistinguishable from one other. This convinced themthat through ID they could create a product range that would demonstrate thattheir technology was indeed world class and help build the brand.

At Bang*, we feltlikewise and knew one thing in our hearts, brand is the only thing that can beprotected, technology cannot, even though there are patents etc. And brand hadto be built through ID. With this newly designed Intra-Oral X-Ray for Skanray, we sought to break awayfrom the stereotype boxy machines available in the market and help build brandrecall. Using industry standard CAID toolsand a diverse design talent at hand, we set about designing a Dental X-Ray unitthat would inspire tactile feelings, be symbolic of dental imagery, demonstrateclarity of purpose and be affordable to manufacture. The result, a fresherlooking aesthetically superior product that reassures the owners of being inpossession of truly world class technology without leaving a hole in theirpockets.