What: Branding
Role: Creative Lead / Copywriter

Bupa, the global health insurance company, created a fresh new dental experience in Australia. Something akin to getting your nails done, or your hair did.

But it needed a name and identity that was verrrry far removed from Bupa. Something that made going to the dentist almost…fun.

Aimed at a younger crowd, we created Mint*d. It brings a fresh energy to something people typically hate doing. Along the way we injected a little sass and playfulness, too, with treatments called The Full Minty, or Bleach, Please.

This is a brand experience created from the shop floor up. And it’s now being rolled out to 75 locations across Australia.