About:

Training new dental technicians to produce functional esthetics in wax can be difficult, but this is an essential component to the tooth fabrication process. Highly renowned dental ceramist, Russell T. DeVreugd, CDT, developed Biofit™ Occlusal Morphology Molds to help dental technicians create aesthetically pleasing dental anatomy in just minutes.

THE CHALLENGE:

• Establish a product identity (logo), differentiating and balancing Russell DeVreugd and DeVreugd Dental as developers and Jensen Dental as distributor.
• Create a branding campaign that would get the products ‘ease-of-use’ concept across effectively.
• Design a package that could withstand the everyday rigors and abuse of a dental laboratory.
• Design an advertising and direct mail campaign to promote the Biofit™ product.
• Film, produce and edit video and audio for an instructional DVD.

THE SOLUTION:

“Press, Peel, Perfect”
To invoke the sense of reliability and simplicity that is associated with the name DeVreugd, I began by developing a logo based on the established DeVreugd Dental branding. After several prototypes, I worked with the product manager to find a product case that was both aesthetically pleasing and rugged. I worked closely with the manufacturers to design and develop trays and foam inserts to prevent contents from shifting.

The marketing department wanted to show the customers just how easy the molds truly are to use, and therefore, the “Press, Peel, Perfect” campaign was born. I designed clean and direct advertisements, sales sheets, and direct mail postcards reinforcing the product's core message.

Due to Mr. DeVreugd’s busy schedule, I filmed the video, photographed product shots and recorded his audio voiceovers over a short two-day visit. I then edited the video and exported the finished product in various formats. (DVD, Flash Video, Windows Media)

THE RESULT:

Biofit™ launched in Chicago at Jensen Dental’s annual educational event. Jensen Dental customers were impressed with the packaging design and informative DVD and, living up to their expectations, BiofitTM became the leader in its product category.

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