• Transform magazine
  • June 21, 2024


Ascend Studio design branding and packaging for Smile White


Design agency Ascend Studio created the branding and packaging for Smile White, a new professional teeth whitening brand.


Ascend Studio have positioned Smile White to provide access to professional treatment in an easy and cost effective way, building a brand that focuses on self-esteem and confidence. The colorful identity aims to inspire positivity and energy and to tap into the Instagram culture in an inclusive way. The brand collaterals include straplines like ‘Feel epic,’ ‘Feel bright,’ and ‘Feel bold,’ that seek to inspire consumers to be the best version of theirselves through Smile White.

The bright colour palette, which ranges from fuchsia to aquamarine to orange, and the real life photos also help contribute to the overall playful identity of the brand, which was created to challenge the traditional professional teeth whitening model. The aim of Smile White, in fact, is to open teeth whitening to new audiences who don’t see professional whitening as an option and unsuccessfully use over-the-counter products. 

“Ascend’s expertise and insight has been instrumental in helping to define our vision and capturing the spirit of the Smile White mission taking our message of accessibility and positivity to a new audience, across multiple channels and touch-points,” says  Dr Hassan Dalghous, founder of Smile White.

“As genuine collaborators, I didn’t once doubt their commitment and dedication to the project. We now have an established and authentic brand that reflects our strategy and purpose,” he adds.