Clinica De Luca

Elegant tooth

Branding one of South America’s leading dental clinics. A dynamic visual system that breaks apart from traditional healthcare brand designs.

Situated in the upper neighborhood of Leblon in Rio de Janeiro, the Clinica de Luca is one of South America’s leading dental clinics. The clinic called us to create a new brand design that would reflect its leadership in the region. Our brief: a “discreet, elegant and easy to use” visual identity.

The dental clinic is located in the heart of Leblon neighborhood, steps away from the beach.

Dentistry is linked to beauty (improving the physical appearance and look of the teeth) and technique (the fixing of the teeth). We searched for ways to integrate these two aspects. The “beauty of savoir-faire” emerged as the central idea of the design strategy.

The entire design concept is based on the multiplication and rotation of a tooth that creates beautiful mathematical patterns. Just by changing the rotation angle of the tooth, an infinite number of combinations can be created. For the colour palette, black and white tones were chosen to confer an elegant and discreet look.

The entire design concept is based on the multiplication and rotation of a tooth that creates beautiful mathematical patterns. Just by changing the rotation angle of the tooth, an infinite number of combinations can be created. For the colour palette, black and white tones were chosen to confer an elegant and discreet look.

Our work resulted in a highly dynamic visual system that breaks apart traditional healthcare brand designs.