Brand Tone

Approachable and Friendly, Professional and Trustworthy, Innovative and Modern, Caring and Community-Oriented, Aesthetically Conscious and Playful

Brand Values

• •Oral Health and Wellbeing
• •Sustainability
• •Innovation and Design
• •Accessibility and Inclusivity
• •Quality and Efficacy
• •Education
• •Enjoyment and Ritual

Best Practices

• •Emphasize the "Ritual" not "Routine": Frame oral care as an enjoyable, mindful practice rather than a mundane task. Use words like "elevate," "transform," "indulge," and "experience."
• •Balance Professionalism with Playfulness: While highlighting the dental expertise behind the products, maintain an approachable, sometimes playful tone, especially when talking about flavors and product aesthetics. Use clear, simple language, avoiding overly technical jargon unless explaining a specific benefit.
• •Highlight Sustainability Naturally: Integrate messaging about eco-friendliness seamlessly. Focus on the positive impact and the quality of sustainable choices rather than just listing features. Connect it to the overall wellbeing of the user and the planet.
• •Be Visually Descriptive and Sensory: Appeal to the senses by describing the colors, tastes, and the beautiful design of the products. Use evocative language that helps the audience imagine the Dsmile experience.
• •Maintain a Caring and Empathetic Voice: Reflect the brand's commitment to community and accessibility. Show understanding of common dental anxieties and position Dsmile as a positive, supportive solution. When mentioning the Dsmile Care Foundation, emphasize the impact and the shared goal of better oral health for everyone.

Social Perception

Positive, Innovative, Trustworthy, Eco-Conscious, Aspirational but Accessible

Copy Examples

• •Headline: Don't just brush. Indulge your smile. Body: Dsmile's 'Taste the Colour' collection transforms your daily routine into a vibrant ritual. Eco-friendly, dentist-approved, and bursting with delightful flavors. Discover your new favorite way to care for your teeth. #DsmileRitual #HealthyHabitsHappySmile
• •Headline: Sustainable Oral Care That Looks as Good as it Feels. Body: Why choose between a healthy planet and a healthy smile? With Dsmile, you get both. Our beautifully designed, refillable oral care kits are made with ethically sourced materials. Smile brighter, live greener. #SustainableSmile #EcoFriendlyLiving #Dsmile
• •Headline: From Chore to Cheer: Oral Care Your Whole Family Will Love! Body: Say goodbye to the brushing battles! Dsmile makes oral hygiene fun with exciting flavors and gentle, effective formulas. Created by dentists to inspire a lifetime of healthy smiles. What color will you taste today? #FamilyOralCare #FunBrushing #DsmileKids
• •Headline: More Than Just Toothpaste. It's a Daily Dose of Delight. Body: Elevate your oral care with Dsmile. Our innovative products are designed to not only keep your teeth and gums healthy but to bring a moment of joy to your day. Experience the difference good design and mindful ingredients make. #OralWellness #DesignedForYou #DsmileExperience
• •Headline: Giving Back, One Smile at a Time. Body: At Dsmile, we believe everyone deserves access to great dental care. That's why the Dsmile Care Foundation provides free advice and donates products to those in need. When you choose Dsmile, you're supporting a healthier community. #DsmileCares #CommunitySmile #OralHealthForAll