Year: 2020
Roles: Brand Designer, Brand Strategist

roles: brand designer
            project manager

Location: São Paulo, Brazil
Project in partnership
with FutureBrand

How to create a brand that targets a wider audience and successfully communicates affordable dental care and the brand's reputation as a leader in the industry?

Odonto System is a leading dental brand based in São Paulo, Brazil. With over 30 years of experience in the dental industry, Odonto System has established itself as a trusted and reliable provider of high-quality dental products and services. From preventative care to advanced restorative treatments, Odonto System offers a wide range of solutions to help patients achieve optimal oral health. Whether you are a dentist, hygienist, or patient, you can count on Odonto System to deliver the best possible care and results. With a commitment to innovation, quality, and customer satisfaction, Odonto System is dedicated to helping you achieve your best smile.


At Odonto System, their ultimate goal is to give Brazilians more reasons to smile. They understand that a well-groomed mouth not only improves your appearance, but it also boosts your self-confidence and overall well-being. That's why they are dedicated to providing their customers with the best possible dental products and services. By being committed to helping people achieve optimal oral health and the dignity of taking care of themselves and their families. With a team of experts working hard to ensure that every patient receives the highest level of care, and striving to provide satisfaction with every treatment. 


Color palete


The brand strategy included the development of a new and more innovative color palette to align with the company's current positioning and target audience. The objective was to differentiate the brand from competitors. The use of contrasting colors was intended to appeal to the lower-income segment of the target audience and convey a sense of happiness associated with the brand's services. This was accomplished by utilizing color psychology and market research to determine the most effective color combinations for the desired brand identity. Additionally, the color palette was chosen to appeal to the target audience, and to create a unique visual identity for the brand to stand out from its competitors.



The typography chosen for the brand aims to convey a human and trustworthy aspect by utilizing more rounded and comfortable forms. This design choice was intended to communicate care and nurturance to the audience, while also ensuring great legibility and versatility for different applications. The typography was selected based on its ability to effectively convey the desired brand message and its adaptability for use across various mediums and platforms. The use of rounded forms and comfortable shapes also helps to create a sense of warmth and approachability for the brand, which is important for building trust and connection with the target audience.


Identity system

The brand identity system is implemented in various forms that convey movement to express the brand's innovative aspect. The combination of wave-like shapes with more structured forms was intended to convey the brand's solidity in the market and its ability to adapt. The use of contrasting colors and a human and warm visual identity, in conjunction with the movement-based elements, delivers an energetic, happy, and contemporary brand image. The identity system was developed using a combination of graphic design principles, market research, and brand strategy to create a cohesive visual representation of the brand that effectively communicates its key messages and differentiates it from competitors. The use of movement-based elements in the identity system also helps to convey the brand's forward-thinking and adaptable nature, which are important aspects of its positioning in the market.


This is a version of two presented to the client during the  pitch process, the other one was choseen but by own taste the designer decided
to display the case of the not approved one.

logo-site2 (1)
copyright Osvaldo Daumas 2023