ABOUT

With a reputation for precision engineering and a name synonymous with Swiss quality and innovation, dental brand Straumann has been the premium implant category leader for many years. But its parent company, Straumann Group, had big ambitions for its future: to rise above its category of origin, diversify into adjacent categories – orthodontics, biomaterials and prosthetics – and leverage the brand’s prestigious reputation as a source of advantage.

The new Straumann brand needed to reflect its ambition to diversify; to take its story of clinical excellence, customer centricity and entrepreneurialism to new categories, while expanding its implant offer. The refreshed brand positioning captures Straumann’s energetic and pioneering spirit, its commitment to evolution and its desire to feel modern and relevant to new audiences.

The new brand essence – driven to excel – conveys a sense of continuous striving and clear aspiration, while its personality traits – relentless, engaging and iconic – celebrate its pioneering spirit, its ongoing commitment to customer-centricity and its reputation for premium quality.

These traits were used to guide the development of a new brand identity, which leverages a fundamental element of the brand’s heritage – its emblem – to elevate its legacy and cement its association with excellently engineered products.