Cool-Dental Visual Identity
Cool-Dental: Visual Identity
Category: Oral Care & Consumer Brands
Service Focus: Visuals & Creative
Tom Huigen
Group Creative Director
Daniel Bordeu
3D Designer
Darius Zan
Senior Graphic Designer
The Challenge
Cool-Dental needed a visual identity that could operate confidently in two worlds at once. The brand had to feel approachable and reassuring for consumers, while remaining credible, premium, and clinical enough to be embraced by dental professionals. At the same time, it needed to support both B2C communication and practice-based services, without leaning too playful or too corporate.
Spark’s Approach
Spark approached the project through exploration and iteration. We developed multiple distinct design directions and tested them with the Cool-Dental stakeholders in short, focused rounds.
Often, teams have a clear intuition about what feels right, but find it difficult to put that into words. By working step by step, we helped translate that intuition into concrete design decisions. Through structured feedback and refinement, we shaped a visual direction that balances warmth and professionalism, clarity and credibility.
Results
A balanced, recognizable look and feel that fits across patient-facing and professional touchpoints and supports Cool-Dental’s retail and in-practice experience. The identity provides a solid foundation for consistent communication, and helps the Cool-Dental feel trustworthy, modern and service-oriented.
Lessons we’ve learned
Working with large retailers means strict deadlines and clear rules
Clear guidelines help teams work faster and stay focused
Simple messages work best at the point of sale
Proven formats save time and reduce risk
The process was clarifying. It made us realize that design is a profession in its own right, just like dentistry.
Head of Marketing
Cool-Dental Benelux
