Curae Dental Studio
Problem Statement:
Curae, a dental clinic in Arequipa, Peru, aimed to break the stereotype that "going to the dentist is a nightmare." The challenge was to create a brand identity that avoided the typical clinical look of dental clinics, often associated with cold light blues and an intimidating atmosphere, while still preserving the essence of a professional dental practice.
The name "Curae," derived from the Spanish word curar (meaning "to heal"), reinforces this commitment to patient care and comfort.
Naming Rationale:
Project
Brand strategy, naming and brading
Tools
Year
Illustrator
Photoshop
2021
To shift perceptions, I developed a warm and inviting visual identity for Curae, using calming colors and friendly typography to communicate comfort, tranquility, and empathy. This reimagining led to the positioning of Curae not as a "clinic," but as a "dental studio", a place focused on care and attention to oral health.
A warm and cozy dental studio
To create a dental studio that is both modern and inviting, I developed a design strategy that blended playful elements with a professional aesthetic. Incorporating waves and organic shapes introduced movement and a sense of approachability, while a modern font and a tooth icon enhanced the brand recognition and trust.
This combination ensures that patients will feel not only comfortable but also confident in the professional care they receive in Curae Dental Studio.
